The short answer
Each number on your report measures a specific piece of how people responded to the ad
The click-through rate tells you what share of people who saw the ad actually clicked it. The cost per click tells you how much each of those clicks cost. Neither number means much on its own, which is why Hugo Hub shows them next to the same benchmark figures Sam already sends agents in email.
What each number on the report is actually measuring
A Hugo Hub report shows a handful of core numbers, and it helps to know exactly what each one counts before deciding whether the results are good.
The click-through rate is the share of people who saw the ad and then clicked on it. It's shown as a percentage because it's a rate, not a raw count, which is why a small ad and a large ad can be compared side by side using this number.
The cost per click is simply the total spend divided by the number of clicks. It tells an agent how efficiently the spend is turning into actual engagement with a listing ad or brand ad, rather than just sitting in front of people without action.
How to read those numbers against Sam's benchmarks
On their own, a click-through rate or a cost per click is just a number floating in space. The reason Sam sends agents benchmark figures by email is so there's a reference point to check against, and Hugo Hub is built around that same reference point rather than a separate one.
When an agent opens a report, the click and audience quality numbers should get compared to what Sam already sent over. If the click-through rate on a listing ad or brand ad sits close to or above the benchmark, that ad is doing its job. If cost per click runs close to or below the benchmark, the spend is working efficiently.
Most agents find this comparison is the fastest way to know whether to leave an ad alone or make a change, since it turns an abstract number into a plain answer: is this ad doing better or worse than expected.
What does the click-through rate on a Hugo Hub report actually measure?
It measures how often someone who saw the ad went on to click it, shown as a percentage. Hugo Hub reports this number against the general benchmark so an agent can tell right away if a listing ad or brand ad is performing in line with expectations.
Hugo benchmark data, updated July 15, 2026: the benchmark click-through rate is 0.47%.
What does the cost per click number mean on a report?
It measures the average amount spent for each click the ad received. This is the number to check against Sam's benchmark before deciding whether to adjust spend on a listing ad or brand ad.
Hugo benchmark data, updated July 15, 2026: the benchmark cost per click is $1.50.