Calculate link CTR with a consistent click definition
By Drizzle team
1 min read
A click-through rate is only comparable when the numerator means the same thing in every report.
Choose the click type
Use link or outbound clicks when evaluating the path to a product page. Divide that count by impressions and multiply by 100.
Check the example
Four hundred link clicks from 20,000 impressions produce a 2% link CTR. Enter your numbers in the CTR calculator.
Inspect the page path
A strong CTR with few landing visits points to loading, redirects, or tracking questions. A strong CTR alone does not establish purchase intent.
A worked example
A product video receives 400 link clicks from 20,000 impressions, giving a 2% link CTR. Another report shows 600 “all clicks,” but that number may include interactions that never leave the platform. Do not compare it directly with link clicks. Export the same click type for both assets and then check how many visitors reached the product page.
Decision check
Keep the numerator, denominator, date range, currency, and attribution definition with every reported result. A metric describes one part of the shopper path; compare it with visits, purchases, and order contribution before changing the creative or budget. State what the observation cannot establish.