CTR or click-through rate describes the click rate on Amazon. Accordingly, the key figure enables statements to be made about the ratio of customers who have clicked on an ad to those who have seen it overall. The ads can be Sponsored Products, Sponsored Brands or Sponsored Display. Consequently, the formula for calculating the CTR is:

CTR = clicks/impressions*100

For example, 40 clicks and 100 impressions result in a CTR of 40 percent. If the key figure is too low, the ad may not be meaningful enough. However, it is imperative that the customer’s interest is aroused. Therefore, it is sometimes helpful to contact an agency.