What is CTR?
CTR (Click-Through Rate) = Clicks ÷ Impressions × 100. It is the most common engagement metric in digital advertising.
Typical benchmarks (2025)
- Display banners: 0.05% – 0.15%
- Native ads: 0.20% – 0.60%
- Rich media / interactive: 0.50% – 1.20%
- CTV companion / clickable formats: 0.30% – 0.80%
CTR is useful for relative creative testing but is a poor proxy for brand impact. C Wire complements CTR with attention metrics, completion rates and persona-aligned conversion lift.