Click-through Rate

The click-through rate is the proportion of people reached by the communicated content and subsequently clicking on a provided link. Compared to just measuring clicks, it provides deeper insights into how your communication motivates people to take action or learn more about the communicated topic. The higher the click-through rate is, the better the quality of the campaign.

Determine the indicator's value by using the following methodology:

1) Count the total reach of the social media content you are interested in using this guidance.

2) Using this guidance, count the total number of clicks the same content received.

3) To determine the indicator’s value, divide the total number of clicks by the total reach. Multiply the result by 100 to convert it to a percentage. The percentage is the “click-through rate”.

Disaggregate the data by social media channels and other factors relevant to the focus of your social media campaign.

1) The value of a “good” click-through rate differs significantly depending on what social media you use. If you need a rough idea of what is feasible for the social media you are using, use an online search (type the name of a social media platform and “what is a good click-through rate”). A good click-through rate in non-profit social media campaigns is usually around one percent.