Glossary
Click-through rate (CTR)
Clicks divided by a base such as delivered messages or impressions; in email it is usually the click rate.
ValidReach Team · Updated 2026-10-26
In practice
The formula is clicks ÷ base × 100, and the base is the thing to check: delivered, sent or opened. Advertising uses impressions as the base, so a CTR from an ad report is not comparable with one from an email report.
Verification and sending
The same denominator point applies: bounces and invalid addresses change the base and therefore the rate.