Glossary
Engagement & Communication

Click Through Rate

By: Alec Hollingsworth
Updated:  
July 16, 2025

Definition:

Click Through Rate (CTR) is the percentage of recipients who click a link in your message compared to those who viewed it.
Click Through Rate (CTR) measures the percentage of people who click on a specific link or call-to-action in a digital communication, such as an email or online ad, compared to the total number of people who viewed the message. It is calculated by dividing the number of clicks by the number of impressions (views) and multiplying by 100 to get a percentage. For nonprofits, CTR is a valuable metric for evaluating the effectiveness of campaigns, donor engagement strategies, and communications. By monitoring CTR, organizations can identify which messages resonate with their audience and make data-driven decisions to improve outreach and fundraising outcomes.

Key Takeaways

  • CTR measures audience engagement with your links.
  • Higher CTRs indicate more effective messaging.
  • CTR helps optimize future campaigns.
  • Keela tracks CTR for your communications.

Why It Matters

CTR shows how effectively your message inspires action, guiding improvements to communications.

Real World Example

A nonprofit sends an email newsletter to 5,000 subscribers with a prominent donation button. If 250 recipients click the donation button, the click through rate is 5% (250 clicks ÷ 5,000 emails × 100). By tracking this metric in Keela, the nonprofit notices that newsletters with personal stories have higher CTRs than those with only statistics. As a result, they start including more storytelling in their emails, leading to increased engagement and more donations over time.

Frequently Asked Questions

What is a good click through rate for nonprofits?

A typical nonprofit email CTR ranges from 2% to 5%, but this can vary based on audience and content quality.

How is click through rate calculated?

CTR is calculated as (number of clicks ÷ number of impressions) × 100, giving a percentage.

Why does CTR matter for nonprofit organizations?

CTR shows how effective your messages are at prompting action, helping you refine strategies to boost engagement.

Can Keela track CTR automatically?

Yes, Keela's analytics automatically track CTR for your emails and campaigns, displaying results on your dashboard.

Related Terms

Accessibility Compliance
Automation Trigger in a Nonprofit CRM
Average Gift Size
Board Member Profile
Bounce Rate
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