CTR
CTR (Click-Through Rate) is the percentage of clicks out of impressions: CTR = clicks / impressions × 100%. It's the base metric for how well a creative, a push title, or an ad grabs attention before anyone even reaches the landing page.
What CTR actually tells you
A high CTR doesn't guarantee conversions — it only shows the creative caught attention, not that the audience is a good fit for the offer. Still, most ad networks and push platforms factor CTR into delivery (a low CTR can shrink reach or raise the cost per impression), so it can't be ignored even when optimizing for CPA.
CTR in push and in a PWA funnel
For push campaigns, CTR is measured separately for the notification's title and body — it shows how a specific segment of the base reacts to a given campaign, and it often varies a lot by segment. APEX split tests (sticky by visitor) are well suited to comparing CTR across different push texts and prelanders on the same traffic, without the risk of skewed results from mismatched audiences between variants.
FAQ
- What counts as a good CTR for a push campaign?
- There's no universal benchmark — it depends heavily on the vertical, geo, and base segment, so CTR is usually compared between your own campaign variants rather than against someone else's average.
- Are CTR and conversion rate the same thing?
- No, CTR is the share of viewers who clicked, while conversion rate is the share who completed the target action after that click; a high CTR paired with a low conversion rate usually points to off-target traffic.
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