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Glossary overview

Click-through rate

 Armin Gögele, last updated on August 04, 2023


The click-through rate is the number of times a link or ad was clicked by recipients out of the total number of recipients who were able to see it. It illustrates how effective a particular action or message is in motivating users to take action and how well a particular piece of content or campaign resonates with the target audience.


A high click-through rate indicates a positive response and strong interaction, while a low click-through rate indicates that the content has not captured the interest of the recipients.

Advantages of click-through rate in hotel marketing

  • Measurement of success
  • Identification of optimization potential
  • Increase website traffic
  • Build customer interactions

The most important questions about click-through rate in hotel marketing

What is the best way to achieve a high click-through rate?

In order for hoteliers to increase their click-through rate, they should create customized ads that focus on a specific topic. These should include relevant keywords, high-quality images or dynamic ad copy. In addition, the position of the link will influence how often it is clicked, so it must be clearly visible. A/B testing can then be used to compare the effectiveness of different approaches.

Is the unique click rate more accurate than the total click rate?

The unique click rate is usually more informative because it only takes into account the actual recipients who clicked on the link. The total click-through rate can be influenced by multiple clicks from individual recipients and therefore may not provide an accurate reflection of the actual interest in the email campaign.

How is the click-through rate calculated?

The click-through rate is calculated by dividing the number of clicks by the number of page views and then multiplying the result by 100 to get the click-through rate as a percentage. Number of clicks : (number of impressions x 100) = click-through rate in percent.Thus, a click-through rate of 5% means that out of 1,000 users who were presented with an ad, 50 people clicked.