What is the difference?

Click-Through Rate vs Click to Open Rate

Click-Through Rate

Click To Open Rate

What is it?

Click-Through Rate (CTR) is the percentage of clicks on your link that generate impressions. CTR is broadly applicable to links on web pages and in emails and advertisements. Used for email marketing or digital advertising, CTR is one of the most popular measures of campaign performance.

Click To Open Rate (CTOR) is the percentage of unique clicks and unique opens for your email campaign. It is an effective measure of how compelling your content is relative to the quality of your target list. In other words, ensuring you have emailed the right audience and have presented them with a compelling call to action will increase your CTOR.


ƒ Count(Clicks) / Count(Impressions)
ƒ Count(Unique Clicks) / Count(Unique Opens)


If your digital ad is seen 5,000 times and generates 100 clicks, your CTR is 100 clicks / 5,000 impressions = 2% CTR If your campaign delivers 1,600 emails and generates 200 clicks, your CTR is 200 clicks / 1,600 emails delivered = 12.5% CTR

An email campaign goes out to 1,000 recipients. You achieve an Email Open Rate of 20%, which means 200 people now see the content of the email. Because of your content, 50 people -- 25% -- click on a link. This is your CTOR. Taking this one step further, you can now also calculate your Click Through Rate: 25 people of the initial list of 1,000 clicked through, giving you a CTR of 2.5%.

Published and updated dates

Date created: Oct 12, 2022

Latest update: Oct 12, 2022

Date created: Oct 12, 2022

Latest update: Oct 12, 2022