Calculate the Click-through Rate (CTR):
Use the values from the columns "[Column with number of clicks]" and "[Column with number of impressions]" in the attached CSV to calculate CTR using the following formula:
CTR = (Number of Clicks ÷ Number of Impressions) × 100
After calculating CTR, report where it lands on the following scale (higher is better):
Very Good = ≥ 5.0%
Good = 3.0–4.9%
Average = 1.5–2.9%
Poor = 0.5–1.4%
Very Poor = < 0.5%
Next, analyze the responses in the column "[Column with qualitative explanations]" in the CSV (e.g., open-text notes about ad/message/CTA/page relevance) to identify common drivers or blockers of clicks and provide clear, actionable suggestions for how CTR could be improved.
Click-through Rate — Example Report
Summary
CTR: 3.8% → Good
Number of Impressions: 52,000
Number of Clicks: 1,976
Calculation
CTR
=
1
,
976
52
,
000
×
100
=
3.8
%
CTR=
52,000
1,976
×100=3.8%
Scale placement: 3.8% falls in Good (3.0–4.9%).
Key Breakdowns (from CSV)
By campaign
Campaign Impressions Clicks CTR Rating
Summer Sale 20,000 960 4.8% Good → Very Good threshold
New Arrivals 15,000 420 2.8% Average
Retargeting 10,000 420 4.2% Good
Newsletter Promo 7,000 176 2.5% Average
By device
Mobile: 32,000 impressions / 1,120 clicks → 3.5% (Good)
Desktop: 20,000 impressions / 856 clicks → 4.3% (Good)
By creative type
Image ad: 3.2% (Average–Good range)
Video ad: 4.7% (Good–Very Good range)
Text-only: 1.9% (Average)
Qualitative Insights (theme analysis of explanations column)
Top themes and share of mentions:
Compelling discounts drove clicks — 36%
“The 30% off banner was clear and I wanted to see details.”
Vague CTAs reduced action — 24%
“Didn’t know what would happen when I clicked ‘Learn More’.”
Video creatives stood out — 20%
“The product demo video caught my attention compared to static images.”
Irrelevant targeting — 12%
“I saw ads for men’s shoes, but I only shop women’s styles.”
Slow-loading landing pages — 8%
Recommendations (prioritized)
Double down on video creatives: allocate more budget to high-performing formats and A/B test shorter cuts for mobile.
Refine CTAs: replace vague “Learn More” with clear value-driven prompts like “Shop Now” or “Get 30% Off.”
Tighten targeting: ensure audience segments align with product categories; exclude irrelevant demographics.
Streamline landing pages: optimize above-the-fold speed and reduce bounce on mobile to convert clicks more effectively.
Scale Summer Sale playbook: replicate discount-driven creative that produced near Very Good CTR.
Next Checks
Run multivariate CTA tests across all campaigns.
Monitor CTR weekly segmented by ad format and audience group.
Use heatmaps/session replays on LPs with lower post-click engagement to ensure traffic converts.
Target: raise CTR from 3.8% → ≥5.0% overall (Very Good).