Metrics
CTR
Click-through rate — clicks divided by impressions.
CTR (click-through rate) is the percentage of viewers who click. On Taboola/Outbrain a 'good' CTR depends on placement — desktop article-end widgets see 0.4–1.5%, mobile mid-article 0.8–3%. CTR is the single biggest lever for native unit economics: a 2× CTR doubles your effective CPM at the same CPC bid, so the platform shows you more.
Formula
CTR = clicks / impressions
Example
Same advertorial creative tested on Taboola: 0.32% CTR with a stock-photo thumbnail vs 0.71% CTR with a hand-shot before/after image. Same CPC, double the volume.