Definition
Click-through rate (CTR)
Click-through rate (CTR) is the share of people who click a link out of everyone who saw the message or listing it appeared in.
CTR is clicks divided by the audience that had the chance to click, whether that is emails delivered, ad impressions, or search-result views. It is a truer engagement signal than Open rate, because a click is an action: the recipient did not just glance at your subject line, they moved toward a reservation, an order, or an offer.
For a restaurant, the click is the bridge between a marketing message and a Conversion rate event on a page you own. A clever subject line with a weak offer earns opens and no clicks, which tells you the content, not the envelope, is the problem. The fixes are concrete: one clear call to action, an appetizing photo, and a real reason to act now instead of later.
Marketing platforms (Klaviyo, Marsello) report CTR by segment so you can see which offers pull, and pairing the click with First-party ordering means it lands on a page you control and keeps the guest data. See email and SMS marketing and online ordering.
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