CTR is the share of impressions that lead to a click, the key metric for how well a banner performs.
Click-through rate divides clicks by impressions. A hundred clicks on a hundred thousand impressions is a CTR of 0.1 percent, a typical value for display advertising. Search ads run much higher because they serve an intent, while banners reach readers who are doing something else.
CTR responds to design: a recognisable product, a clear price, a button with a verb and enough contrast lift it measurably, and animation adds on top. It says nothing about the quality of the clicks, though; the conversion rate on the landing page always belongs next to it.
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