Click-Through Rate

Definition

The ratio of people who actually click on your ad versus those who pretend it doesn't exist, much like how people treat street performers. A 2% click-through rate is considered good, which tells you everything you need to know about how much people love ads.

Example Usage

"Our click-through rate is 0.3%, but if you squint at the graph and tilt your head, it's practically going viral."

Related Terms

Intermediate

rhetoric

The art of persuasive speaking or writing, or alternatively, inflated language designed to impress rather than inform. Politicians and marketers have elevated rhetoric to a professional sport where style matters more than substance. When someone says "that's just rhetoric," they mean "that sounds impressive but means absolutely nothing."

📣 Marketing / Advertising

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brand positioning

The deliberate crafting of how a brand occupies a distinct place in the consumer's mind relative to competitors, usually involving flowery language about being 'authentic' and 'innovative.' It's astrology for products, except with focus groups.

📣 Marketing / Advertising

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Easter egg

A hidden message, inside joke, or subtle reference embedded in marketing materials or products that rewards attentive audiences. The marketing team's way of entertaining themselves.

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lift study

A controlled experiment measuring whether your advertising actually moved the needle or if you just wasted money shouting into the void. Compares exposed audiences to control groups to determine incremental impact.

📣 Marketing / Advertising

Intermediate

Customer Journey

A euphemism for the tortuous path a person takes from not knowing your product exists to finally buying it out of sheer exhaustion. Marketers map it out like it's the Oregon Trail, except instead of dysentery, customers die of pop-up fatigue.

📣 Marketing / Advertising

Beginner

interstitial ad

Full-screen advertisements appearing between content transitions, named for occupying interstitial space while testing user patience. The pop-up ad's more aggressive cousin that actually demands attention before allowing progression.

📣 Marketing / Advertising

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