Glossary: Click-through Rate (CTR)

Click-through rate (CTR) is the percentage of people who click a specific link, ad, or call-to-action out of the total number of people who viewed it. It’s a core measure of how compelling your messaging and creative are at driving action.

Examples

• A banner ad shown to 10,000 wallets gets 250 clicks, for a 2.5% CTR.

• An email campaign promoting a new pool has a higher CTR on the “Deposit Now” button than on the “Learn More” link.

• A Farcaster cast linking to a mint page is tracked for CTR to gauge creative performance.

CTR in crypto marketing

Crypto teams buy ads on search and social, sponsor newsletters, post on X and Farcaster, and run quests. A high CTR shows that the creative earns attention, but it says nothing about wallets or transactions. Incentive campaigns can lift CTR with clicks from reward hunters who never connect a wallet, and bots can click too, so CTR needs to sit next to post-click outcomes.

Example

An ad gets 50,000 impressions and 1,000 clicks, a 2% CTR. A second ad gets a 1% CTR. After the click, the first ad brings 60 connected wallets and 12 deposits, and the second brings 90 wallets and 30 deposits. The lower-CTR ad is the better buy.

How Formo fits with CTR

Formo does not import impressions, so CTR comes from your ad platform or email tool. Formo measures what happens after the click. It captures ad click IDs from Google, Meta, Microsoft, TikTok, X, LinkedIn and Reddit, plus UTM parameters, from the landing URL with no setup. You can then break Visitors, Sessions, Wallets, Transactions, Volume and Revenue down by ad network or campaign, and compare each ad’s cost with its onchain outcomes.

Related reading

Explore Cost per Click (CPC), Conversion Rate, Landing Page, and Marketing Analytics.

FAQs

How is CTR calculated?

CTR is calculated by dividing the number of clicks by the number of impressions, then multiplying by 100.

What’s a good CTR?

A “good” CTR varies widely by channel and format, but a higher CTR generally signals more relevant or compelling creative.

Is CTR the same as conversion rate?

No. CTR measures clicks relative to impressions, while conversion rate measures completed actions relative to clicks or visits.

Does Formo measure CTR?

No. Impressions stay in the ad platform or email tool, so CTR comes from there. Formo measures what happens after the click: it reads ad click IDs and UTM parameters and reports the visitors, wallets, transactions, volume and revenue each network or campaign brings.