If people are clicking through anyway, even though this campaign wasn't asking them to, that's a sign the content is more compelling than a pure awareness play usually needs to be.
| Tier | Range | What it means |
|---|---|---|
| Below average | Under 0.5% | A low click rate, which is completely normal for a campaign built purely around being seen, not clicked. |
| Average | 0.5% – 1% | Right in line with what you'd expect for an Awareness campaign. |
| Above average | 1% – 1.8% | More people are clicking than a typical Awareness campaign would produce, a nice sign the creative has some pull beyond just visibility. |
| Excellent | 1.8%+ | An unusually high click rate for pure Awareness content. This creative might be underused. |
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A low click rate, which is completely normal for a campaign built purely around being seen, not clicked.
Right in line with what you'd expect for an Awareness campaign.
More people are clicking than a typical Awareness campaign would produce, a nice sign the creative has some pull beyond just visibility.
An unusually high click rate for pure Awareness content. This creative might be underused.
Adamigo provided the Awareness CTR and CPM figures. No Awareness-specific frequency data was available in research; the reversed frequency logic is a reasoned judgment call based on how brand recall generally works, not a cited benchmark.