Click Through Rate (CTR)

AKA:
Campaign performance, keyword performance 

What does it mean:

Typically placed in a large button on a website or service, the Call to Action is meant to prompt an immediate response or encourage a fast sale. 

The formula:

(Clicks / Total Impressions) * 100 = Click Through Rate (CTR) %

Use it in a sentence:

To colleagues:

“Our last AdWords campaign had a CTR of less than 1%. Let’s optimize it further and target 2% next month, ”

To investors:

“We do a lot of testing on our ad creatives to find the best CTR.”

At a party:

“Do you guys ever put subliminal messages in your banner ads just to see if it improves CTR? What? Just me?”