There is a simple formula for calculating the metric:

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How to increase CTR?
Here are some tips to help you increase your click-through rate:

Please enter information in all blank lines available when placing your ads;
Include keywords in your ad titles and content, avoiding spam;
create a working unique selling proposition, don’t “spill the beans” in your advertising texts;
add any appropriate extensions, such as company address or details;
Check out different ads and choose the ones that get clicked on the most.
Percentage of impressions received
It is calculated as follows: the number of ad impressions is divided by the number of queries for which users could see them.

This metric allows you to evaluate your ad's reach. When impressions are low, it means that most people are not viewing your ad. Typically, to increase your reach, you need to increase your bid.

Where can I see the percentage of impressions received?
Google Ads collects statistics on this indicator. You can view it at the level of product/ad groups, campaigns, keywords. To see the metric values, add the column "% impressions" to the regular report on ads. The indicator will be displayed opposite each ad in a separate column.

To find out the metric values ​​in Yandex Direct, go to sweden telegram data the "Report Wizard", select the "Position" section and group for a certain period. Then calculate the percentage of impressions yourself in special placement.

Conversion Rate (CR)
This is the percentage of visitors who completed a target action, for example, purchased a product, downloaded an app, or signed up for a meeting.


CR = (number of conversions / number of interactions with the ad) * 100%.

The value can be from 0 to 100%. The higher the CR, the better.

A simple example: if 2000 interactions resulted in 100 conversions, then CR = 5%. This figure is quite high, since the average conversion rate for online trading is1-2%.

By the way, if a user who clicks on a link performs several target actions at once, for example, orders goods, downloads an application and signs up for an event, then the CR for certain keywords can be more than 100%.