Click-to-page-view benchmarks we trust
Anonymized main-seat brand-name display flights sat at 15.85 percent click-to-page-view when usable and 3.75 to 6.68 percent when not. We do not name those advertisers.
Published 2026-09-09 · Search job: good click to landing rate
A good click-to-landing rate on remnant display, from anonymized main-seat brand-name flights we can cite without naming the advertiser, is 15.85 percent. That is about one visit per six billed clicks. The same class of flights sat at 3.75 to 6.68 percent when the traffic was not usable, about one visit per fifteen to twenty-seven clicks. Those are operator benchmarks from real trafficked campaigns. They are not invented industry averages.
If you searched for a good click-to-landing rate, use 15.85 percent as the usable reading and 3.75 to 6.68 percent as the problem band. Do not use CTR.
What the ratio is
Click-to-page-view is exchange clicks that became a first-party landing visit, once the join is honest. It is not CTR. CTR does not require a visit. It is not a conversion rate. It is not a token-fire rate. Clicks, visits, and conversions are different meters.
Missing visit instrumentation is an instrumentation gap, not automatic fraud. Supply-bench landings that never join because campaign_id is null will look like 0 percent click-to-page-view against a portfolio that is landing. Fix the join before you use this benchmark.
What sits next to it
The same anonymized flights sat at 0.523 percent strict IVT when acceptable and 1.544 percent when they triggered intervention. Strict IVT is invalid_impressions / impressions. We do not name the advertisers or the drug brands on those flights. We do not publish their strategy.
| Reading | Click-to-page-view | Strict IVT |
|---|---|---|
| Usable | 15.85 percent | 0.523 percent |
| Problem | 3.75 to 6.68 percent | 1.544 percent |
How to judge display traffic is the scoring page. CTR is a trap is why the billed-click rate stays off this table.
What we will not do
We will not apply 15.85 percent to Supply Bench until the click-to-visit join is wired for that wave. We will not call seven-domain concentration a 3.75 percent visit rate. We did not measure visits at that grain on 2026-09-02.
We will not publish a third band from a vendor blog. If a later judged Adprime Zero flight produces its own ratio, we will add a dated row and keep these main-seat numbers labeled as the source they are.