# CTR (click-through rate)

URL: https://idukki.io/glossary/ctr
Category: Metrics
Pronunciation: C-T-R

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.

## Related terms

- [ROAS (return on ad spend)](https://idukki.io/glossary/roas)
- [CPM](https://idukki.io/glossary/cpm)
- [CPA (cost per acquisition)](https://idukki.io/glossary/cpa)