Glossary C Click-Through-Rate (CTR)

Click-Through-Rate (CTR)

The Click-Through Rate (CTR) is a key performance indicator (KPI) that shows how often users click on a link in relation to how often it is displayed (impressions).

Formula: CTR = (Number of Clicks ÷ Number of Impressions) × 100

CTR is a standard metric in Google Analytics and an important benchmark in online fundraising. It plays a crucial role across search engines, AI-services, and online ads. A higher CTR means more people visit your website – and potentially donate. You can improve your CTR by:

  • writing clear and compelling titles & descriptions

  • optimizing meta tags and snippets

  • using strong and visible calls to action (CTAs)

Please note: CTR and Conversion Rate are two different metrics. While CTR measures how many users click on a link, the conversion rate shows how many of those clicks lead to a desired action (e.g. a online donation).