CTR (click-through rate)
CTR is the share of ad impressions that lead to a click, calculated as clicks divided by impressions, times 100.
How it works
CTR = clicks / impressions × 100
CTR measures how well an ad earns attention in its placement. It varies widely by format: a card that looks like a notification draws a different response from a banner beside an article, so CTRs are only worth comparing within the same format, country and placement type.
A high CTR is not the goal in itself. A misleading creative can raise clicks and lower conversion, and under CPC pricing every low-intent click costs money. Judge creatives on cost per result and use CTR to diagnose: a low CTR points to the creative or the targeting, while a good CTR with few conversions points to the landing page or the offer.
Example
Ad A gets 600 clicks from 120,000 impressions (CTR 0.5%). Ad B gets 900 clicks from 120,000 (CTR 0.75%). At a $0.01 CPC, A costs $6 and brings 30 sales; B costs $9 and brings 27. A wins on cost per sale, $0.20 against $0.33, despite the lower CTR.
On UluMob
Reports group impressions, clicks and conversions by date, country, format, OS, device, zone, campaign and ad, so you can compare CTR per creative and per placement. On push, subscriber-age targeting matters, since newer subscribers tend to click more. On banners, a low CTR is normal; judge them on cost per result.