DECA Marketing Communications Practice Test

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Which metric represents the percentage of people who clicked an ad out of those who viewed it?

Frequency

Click-through rate

This question centers on how to measure how many people actually take action after seeing an ad. The right metric is click-through rate, which is the percentage of viewers who click the ad. It’s calculated by dividing the number of clicks by the number of impressions (views).

For example, if 1,000 people view an ad and 50 click it, the CTR is 50 divided by 1,000, or 5%. This shows how compelling the ad is at prompting action per exposure, not just how many people saw it.

Why the other options aren’t the best fit here: frequency tells you how many times the average person sees the ad, not how many of those viewers clicked; reach is about the number of unique people exposed to the ad, not the click percentage; engagement rate measures broader interactions (likes, comments, shares) and isn’t limited to clicks per view.

Reach

Engagement rate