Which metric is not listed as an account engagement metric?

• A. View-through rate (VTR)
• B. Cost per result (CPR)
• C. Account velocity through buying stages
• D. Click-through rate (CTR)

Answer: (D)

Account engagement metrics capture how target accounts interact with your content across multiple touchpoints and stages of the buyer’s journey, not just a single ad interaction. View-through rate fits this idea because it shows when an account is engaged after an impression, even if there’s no immediate click. Tracking account velocity through buying stages measures how quickly an account progresses through the funnel, another account-wide signal of engagement. Cost per result aligns with the efficiency of achieving meaningful engagement or outcomes for an account, tying engagement to the value of results at the account level.

Click-through rate, on the other hand, is primarily an ad-level measure of how often people click a specific creative after seeing it. It reflects the immediate attractiveness of one ad to an individual rather than the broader engagement signals across an account’s journey. That’s why it isn’t listed as an account engagement metric.