CTR (Click-Through Rate)

CTR (Click-Through Rate) is the percentage of users who click on a mass tort advertisement after seeing it, calculated by dividing total clicks by total impressions. In mass tort campaigns, CTR serves as a primary indicator of ad creative and targeting efficiency across paid search, display, and social channels, where even small fluctuations can significantly affect cost-per-lead at scale. Because mass tort audiences are condition- or product-specific, a low CTR often signals misalignment between the ad copy and the target claimant population rather than a general creative failure.