Click-through rate (CTR) is the percentage of people who click a link after seeing it. You calculate it by dividing the number of clicks by the number of impressions (views), then multiplying by 100. A link shown 1,000 times and clicked 30 times has a CTR of 3 percent.
How it works
The formula is simple: (clicks / impressions) x 100. Impressions count every time the link, ad, or email was shown, not the number of unique people. CTR shows up across search ads, display ads, social posts, and email campaigns, and it measures one thing: how compelling the thing people saw was at getting the next click.
Why it matters
CTR tells you whether your message and offer are landing before anyone reaches your site. A low CTR usually points to weak copy, poor targeting, or an offer that does not match the audience. A high CTR means the hook is working, though it says nothing about what happens after the click. Pair it with conversion rate to see the full picture.
CTR in B2B quoting on Shopify
For merchants who sell by quote rather than a fixed cart, CTR matters at a specific moment: when you send a quote to a buyer. If you email a quote and track how many recipients open it and click through to view the pricing, that click rate is your quote CTR. It tells you whether your subject line and preview text are strong enough to pull the buyer in.
Quote-level engagement analytics (opens, clicks, and eventual acceptance) let you see which quotes stall and which move. A quote sent but never clicked is a follow-up signal, not a lost deal. See the B2B quoting glossary for related terms like conversion rate and open rate.