Banner ads are an impactful way to increase customer traffic, sell a product and/or grab a customer’s attention. To determine whether banner advertising is effective, it is important to look at an ad’s CTR, or click-through-rate. The click-through-rate metric is defined as the number of clicks an ad receives divided by the number of times the ad was displayed, or the number of impressions the ad received. Therefore, the higher the CTR of a banner ad, the more effective that ad may be. Brands can look at their past campaign performance or other insights to improve click-through rate.