And they really aren't a good indicator of whether or not a given ad campaign had any real impact. But the CTR still has some currency in the industry and continues to be of particular interest to the industry press. The current industry average click-through rate, as reported by AdKnowledge , is about .51 percent. Sure, but don't be surprised if the results don't match your predictions. When making predictions without having a past to base them on, you tend to make predictions that are about as tangible as hot air and rabbit tracks.
Response rates depend on many factors, making an industry average misleading.
There are myriad influences on response rates for which there are no variables to fit into a formula. This is probably the most imprecise industry average out there. That means an aggregate of rate cards must be used to get the number. Again, the industry average isn't very meaningful in a practical sense, but it does provide boundaries for one's thoughts and expectations with regard to pricing online media. No, it's not.