Click through rate (CTR)

CTR, or click through rate, is a metric that measures the effectiveness of an email by calculating the percentage of recipients who clicked on one or more links contained in an email, leading them to a website.

It's important to note that many ESPs have different definitions for CTR. Some represent CTR as the "click rate" (where recipients is the denominator), while others represent CTR as what the industry generally refers to as the "click-to-open rate" (where opens is the denominator). Both of these numbers have different implications for performance, and for that reason Breaker displays both click rate and CTOR in reporting.