CTR (click-through rate)
C-T-R
In one sentence
Clicks divided by impressions. The headline performance metric for ads, lifecycle email and on-site widgets. UGC creative lifts paid-social CTR by roughly 28% over brand-produced creative.
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Strategy
Sourcing UGC for paid ads: creative that converts
UGC-style creative outperforms polished studio ads because it does not announce itself as an ad. How to source it, and the rights gap that catches brands out.
Strategy
Using UGC in email and Klaviyo flows
Customer photos and video outperform studio creative in email because they read as real. Put cleared UGC across welcome, abandonment, post-purchase and win-back flows.
AI search
How to Measure UGC ROI: Formula, Attribution, Templates
Incremental revenue minus fully-loaded cost, over cost. Holdout testing for attribution. The KPI stack, the reporting cadence, and the pitfalls that inflate the number.
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