PLAIN-LANGUAGE DEFINITION
CTR
CTR is clicks divided by impressions, usually expressed as a percentage.
IN PRACTICE
An example
1000 clicks from 50000 impressions gives a CTR of 2 percent.
What this does not tell you
Different click definitions can produce different reported CTR values.
Use the term precisely
When you use this term in a brief or report, include the relevant source, scope and assumptions. An example explains the concept; it is not a benchmark or a promise of results.