Future Business Leaders of America (FBLA) Marketing Practice Test

What term refers to the rate at which Internet advertisements drive users to a website?

1. View rate

2. Click-through rate

3. Engagement rate

4. Conversion rate

The correct answer is: Click-through rate

The term that specifically describes the rate at which Internet advertisements drive users to a website is the click-through rate. This metric measures the ratio of users who click on an advertisement to the number of total users who view the ad. It essentially quantifies how effective an advertisement is at prompting users to take action—namely, clicking to visit a website. A higher click-through rate indicates a more effective ad in attracting potential visitors. In contrast, view rate generally refers to how many times an ad is viewed, engagement rate pertains to the level of interaction users have with the ad beyond just clicking, such as shares or comments, and conversion rate measures the percentage of users who take a desired action after visiting a website, such as making a purchase. While all these metrics are important in assessing an advertising campaign's success, the click-through rate is the specific measure for driving users to a website.