CTR decay

The gradual decline of a video's CTR over the days following upload.

All videos experience CTR decay. The rate of decay is template-dependent and audience-dependent.

Steeper decay than baseline indicates packaging mismatch with the served audience pool.

Slower decay than baseline indicates strong evergreen potential.

Why it matters

Tracking CTR decay against template baselines is one of the cleanest ways to identify evergreen winners early.

Apply it

Paste any YouTube, Shorts or TikTok link and our analyzer will surface the metric, the curve, and the move that lifts it next.

The percentage of YouTube impressions that result in a click.

A video whose relevance doesn't decay materially over time.

The decline in engagement that occurs when a channel over-uses a single template, topic, or trigger.

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