Which metric is calculated as clicks divided by impressions, usually expressed as a percentage?

• A. Impressions
• B. Conversion rate
• C. Engagement rate
• D. Click through rate

Answer: (D)

Click-through rate is calculated by dividing the number of clicks by the number of impressions, then expressing that ratio as a percentage. It shows how often people who see the ad actually click it, reflecting how compelling the ad and its offer are to viewers. This is different from impressions, which are just counts of how many times the ad was shown; it also differs from conversion rate, which looks at how many of those clicks lead to a desired action, and from engagement rate, which measures interactions relative to exposure. CTR specifically captures the immediate response to the ad itself, giving a clear read on its relevance and appeal to the audience.