In search engine marketing, the metric defined as clicks divided by impressions is called what?

• A. Click-through rate
• B. Conversion rate
• C. Impression rate
• D. Cost per click

Answer: (A)

Click-through rate shows how often people click after seeing your ad. It’s computed by dividing clicks by impressions (CTR = clicks / impressions). Impressions are how many times the ad is shown; clicks are how many times users actually click. A higher CTR suggests your ad copy and targeting are resonating with the audience, which can improve relevance and performance in search ads. Conversion rate, by contrast, measures what happens after a click (conversions per click) rather than per impression, and cost per click is the price charged for each click, not a ratio of clicks to impressions. So the metric defined as clicks divided by impressions is the click-through rate.