ctr You've probably come across the term 'CTR' while analyzing your media buying campaign data. CTR stands for click-through rate, and it's a crucial metric for understanding how effective your ads are at enticing users to click. In simple terms, CTR represents the percentage of people who clicked on your ad out of the total number of people who viewed it. Essentially, it measures the appeal and engagement level of your ad creative. Media buyers strive to maintain a high CTR for several reasons.