Click-through rate (CTR)
CTR is the share of impressions that turned into views.
Click-through rate = clicks on your video รท impressions of your thumbnail, as a percentage.
- A thumbnail shown 1,000 times and clicked 50 times has a CTR of 5%.
- CTR depends on where the impression happened. Impressions on a home feed and on search behave differently, so compare like with like.
- A high CTR with poor retention can mean the packaging promises something the video does not deliver.
Practise in the Studio Lab exercise Read the numbers (sample data only).
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