To be honest, the most important metric to us is SPEND, denoted as Cost in Google Ads, and every time we speak about impressions, interactions, views, clicks, or anything else, it’s necessary to include Cost somehow. This is where we come to the most important part of this article: Looking at CTR without the other metrics is completely meaningless. But, we haven’t answered yet: Is it a threat to our campaign’s performance? In the English language, it would be the rate of the increase in the number of clicks with respect to the number of impressions, if the clicks increase linearly with impressions.Įvery sense of order disappeared, it’s not likely to draw any line of trend through these dots! Obviously, something changed and caused a significant drop in daily CTR values (only 0.32% in total). Mathematically speaking, ideal and constant CTR would be a slope k of the linear function y=kx, where x is the number of impressions, and y is the number of clicks. And it sounds logical if I get 1,000 impressions I should be happier if my CTR is 3% than in the case when my CTR is 2%, ‘cause I’ll receive 30 instead of 20 clicks for the same number of ad shows! And you surely want to see CTR be as high as possible. Of course, if you are reading this article, it’s very probable that you already know this.
Thus, a CTR of 1.40% means that 0.014 of our impressions became clicks, if we had 1,000 impressions, the number of clicks we got is 0.014 * 1,000 = 14 As we all know, CTR aka Clickthrough rate is a metric that tells us how well our ad intrigues the selected audience, the ratio of clicks our ad receives divided by the impressions (ad shows) we got, multiplied by 100% to be expressed as a percentage. As CTR was the most frequently mentioned metric, at the beginning I paid the most attention to that. The only thing I remember is, uhm…, nothing 🙂 Sorry, Dejan, I’m just kidding 🙂 But, the truth is that I heard a bunch of new expressions without meaning to me, so, my logical brain had to translate these things into a language I understand. I will never forget when my current colleague Dejan opened Google Ads in front of me and starts to ‘explain’ to me what is important. And just when I thought I have it all figured out, a new metric popped up from the deepest abyss of marketing hell, the abbreviation of which I have to add to the arsenal of the marketing stuff.
So, I was bombarded with all now-known abbreviations, CPM, CVR, ER, VR, RPL, CPL, CPA, CTR, ROI, ROAS… I felt like my head was going to explode. But, a small problem bothered me from the beginning, I had no idea what digital marketing is. Not so long ago, I decided to partially move away from the wonderful world of physics and apply my math and statistics knowledge to no less incredible marketing area.
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