Click-through rate

In addition to engagement rate, which tells us how interesting users find content on a page, click-through rate can be reflective of whether users feel as though the paid search ad matches what they're looking for. Examining both together can help marketing analysts decide which part of the funnel needs additional attention. In this exercise, you'll do just that.

If you have lost progress, close any open workbooks and load 3_3_clickthrough_rate.twbx from the Workbooks folder on the Desktop.