What is the difference between conversion rate and click-through rate?

Conversion rate and click-through rate are two important metrics that digital marketers regularly monitor and work to improve. These two metrics often come up together in the same conversations, but they aren't the same metric. 

Click-through rate measures how many clicks you'vereceived to your site in comparison to how many impressions your site has received. A higher click-through rate means more traffic, but it won't necessarily equate to more conversions if your site isn't optimized for conversion. On the other hand, conversion rate is a measure of how many users convert in comparison to how many users visited your site. Increasing conversion rates means increasing site conversions.