GLOSSARY

Click-Through Rate (CTR)

Click-Through Rate measures the percentage of users who complete a desired action in response to a call-to-action (CTA) within an ad, offer, or push notification. The desired action could be an app download, install, sign-up, or purchase. This is another type of conversion rate that is calculated by dividing the total number of users who completed the desired action by the total number of users who saw the ad or received the offer, expressed as a percentage. It helps marketers evaluate campaign performance and enables them to identify potential user experience issues.

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