Click Through Rate is the percentage of your audience that advances (or clicks through) from one part of your website or digital campaign (with a CTA) to the next step of you want them to take such as complete a form or download a free guide. It’s one key way to quantifiably measure whether or not your marketing strategy and CTA’s motivate people to take action eventually resulting in sales. Given that data, you can then enhance the campaign to maximize results, or if not successful, rethink the strategy.
To gauge success, take the total number of clicks that your page or CTA receives and divide that by the number of opportunities that people had to click, for example how many emails were sent in total, how many page views (impressions) there were, etc. Typical excellent, good and poor percentages vary dependent upon the type of campaign.