Click-through-rate or (click-through rate) The average number of click-troughs per hundred ad impressions, expressed as a percentage. is the percentage of impressions that result in a When a user clicks on an ad they are taken to the ad’s landing page (or final URL) for the ad. This is when the advertiser is charged for a campaign using a CPC bid. on your Used to structure your ads, keywords (for search campaigns) and targeting (for GROUP). For example, an ad with 100 clicks and 1,000 impressions would have a click-through-rate of 10%.