Question: What does the click rate (CTR) on the search catalog performance dashboard include?
- The percentage of clicks to impressions for products originated from the search results page.
- The percentage of purchases to clicks for products originated from the search results page.
- The total number of product clicks or glance views that originated from the search results page.
Explanation
The Search Catalog Performance dashboard measures ASIN performance across the search funnel. Click rate compares shopper clicks with search-result impressions for products in the selected catalog. This makes it a traffic engagement metric rather than a purchase or conversion metric. It helps identify whether products are attracting clicks after appearing in Amazon search results.
Why the other options are incorrect
Purchases to clicks describes conversion behavior, not click rate.
Total clicks or glance views describes volume, not a percentage-based rate.
Source for verification
https://sellercentral.amazon.com/help/hub/reference/external/GSWQU4LQSP2JH75Z
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