CTR stands for Click-Through Rate, which is a metric used in digital marketing to measure the number of clicks an ad receives divided by the number of times the ad is shown. It is expressed as a percentage and can be used to gauge how well an ad is performing. A high CTR is a good indication that users find the ad helpful and relevant. CTR is important for driving cost efficiency because it affects Quality Score and how much an advertiser pays every time someone clicks on their ad. A good CTR is relative to what is being advertised and on which networks. For example, the average CTR for attorneys and legal services is 3.85%, while for arts and entertainment, it is 10.67% . A higher CTR means more organic traffic to a website, which is unpaid traffic from search results. CTR can be used to gauge which ads, listings, and keywords are successful and which need improvement.