Which analytics metric measures how well your ad drives traffic to your website?

The Click-Through Rate (CTR) is the correct choice as it specifically measures how effectively your advertisement is prompting users to click on it and navigate to your website. This metric is calculated by taking the number of clicks your ad receives and dividing it by the number of times the ad is displayed (impressions), then multiplying by 100 to get a percentage. A higher CTR indicates that the ad is resonating with the audience, leading to more traffic directed to your website.

In contrast, other metrics serve different purposes. For instance, the Conversion Rate measures the percentage of users who take a desired action after clicking through, such as making a purchase or filling out a form, but it does not provide insights specifically on the initial traffic-driving effectiveness of the ad itself. The Engagement Rate focuses more on how users interact with the ad content, such as likes, shares, and comments, rather than just clicks to the website. Impressions simply indicate how many times the ad was displayed, without indicating any user action taken. Therefore, Click-Through Rate is the optimal metric for assessing how well an ad is driving traffic to a website.