A Click-Through Rate (CTR) is the number of times a campaign element is clicked versus the times it was viewed. It indicates the effectiveness of elements like call-to-action links, buttons, images, headlines, keywords, etc. It is expressed as a percentage and calculated by dividing the number of clicks by the number of impressions, and then multiplying by 100 (100 clicks : 8000 impressions x 100 = 1.25% CTR). Although CTR should not be confused with conversion rate, improving it is the fastest way to increase conversions and sales. To optimize a campaign’s performance, each of its elements should be evaluated separately and considered within best practices in the industry.