Click-through rate (CTR) measures the percentage of people who click on a link, ad, or CTA compared to the number who viewed it. It’s a key metric for evaluating how effectively campaigns attract engagement across channels such as email, display, search, and social.
For B2B marketers, CTR highlights how well messaging, creative, and targeting resonate with the intended audience. Tracking it by segment or funnel stage helps identify what drives attention and where to refine execution.
While CTR alone doesn’t determine campaign success, steady improvement often signals stronger audience connection and a more efficient path to conversion.