CTR (Click-Through Rate)
CTR is the share of impressions that resulted in a click, and in live commerce the product card click rate is the clearest signal of purchase intent.
What goes in the denominator?
Impressions in advertising; usually viewer count in live. For a product card click rate it's really "of the people who saw the card, who tapped it" — so how long the card was actually on screen matters to the interpretation.
Why does it matter in live?
Chat and likes signal interest. A product card tap is the act of considering a purchase. Of all engagement signals it sits closest to conversion, which is why it deserves separate tracking.
Frequently Asked Questions
Q. CTR is high but nobody buys — what should I check?
What happens after the click. People are likely dropping at the product detail or checkout step; out-of-stock items and missing options are common causes.
Q. What counts as a good CTR?
Absolute comparisons across industries mean little because measurement differs. Tracking your own broadcasts on one consistent definition is far more useful.