CTR is considered a valuable performance metric in the marketing and advertising industry. As a performance metric, CTR is used to gauge the effectiveness of an ad or messaging campaign, benchmark results, and measure progress.
Oftentimes, companies will A/B test a marketing or advertising campaign and use CTR to determine which version of the campaign was more effective. Using this method, brands can optimize and adapt their strategy based on what resonates with their audience. Our studies show that A/B testing messaging campaigns improves click-through rates by an average of 8%.