How do I measure CTA test success (clicks, conversions)?

CTA test measurement flows from immediate action to business outcome:

Primary metric: Click rate measures the CTA's direct job of generating clicks. Calculate as clicks divided by delivered or opened emails depending on your standard.

Validation metric: Conversion rate ensures clicks translate to desired actions. A CTA that wins clicks but loses conversions may be over-promising.

Business metric: Revenue or value for commercial emails. Consider both conversion rate and average order value.

Quality indicators: Bounce rate from landing page, time on site, pages per session. These reveal whether clicks represent genuine interest.

Segment analysis: Check if CTA performance varies by device, audience segment, or time of day.

A clicked CTA is only successful if something valuable happens next. Always validate click wins with downstream metrics.