What does CTR measure?

• A. Customer Retention Time
• B. Click-Through Rate
• C. Content Throughput Rate
• D. Conversion Probability

Answer: (B)

CTR measures the ratio of clicks to impressions for a link or ad, showing how effectively it prompts action when people see it. That direct click behavior is exactly what this metric captures, making it the best fit for what the question asks. The idea here is about immediate user response to a displayed element, not what happens after the click.

Customer Retention Time would track how long customers stay engaged or keep returning, which is about ongoing behavior rather than the initial click. Content Throughput Rate isn’t a standard metric for user interactions and would relate more to how much content gets processed or delivered over time. Conversion Probability refers to the chance that a click leads to a desired action (like a purchase) after the click, which is a step further down the funnel than the click itself.