Clicks are the cornerstone of online PPC advertising. Many marketers try to master their targeting for the most cost-efficient ad budget. Yet despite all that effort, you might still see your clicks increase without conversions increasing.

Rampant digital fraud is making online marketing difficult (and expensive) to navigate.

By now, it should be well understood that click fraud costs advertisers billions of dollars each year -- and as such, click fraud detection is absolutely mandatory.

Defrauding isn’t solely reserved for clicks. Streaming farms are the new fraudsters in town, using bots, or “fake listeners,” to steal advertiser money and rack up massive fraudulent payouts from illegitimate plays on streaming platforms like Spotify.

With Google ad campaigns, there's lots of money at stake, so you need to be sure you’re spending it wisely. While Google Ads does much of the work of managing ad campaigns for you, it doesn’t give you a comprehensive set of tools to track ad campaigns effectively.

Click-through rate (CTR) is one of the most useful and effective metrics that measure ad engagement for a PPC campaign. As a PPC expert or a digital marketer, you must know how to calculate CTR and how to make sense of your campaign’s CTR. There’s no way to escape it. It is essential.