10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
A component of a message that encourages the recipient to perform a specific action, such as making a purchase, signing up, contacting, downloading, or viewing content. It should be clear, visible, and appropriate to the decision stage.
Why it matters
One sentence that turns a recipient into a customer: it directly tells them what to do next. The best content without a call to action ends on 'interesting' rather than on action.
What's missing without it
Without a clear call to action, the recipient reads and leaves — not because they didn’t want to, but because no one told them what to do next.
When it is used
In every piece of content with a goal: ads, emails, landing pages, posts — one main call to action per message.
How we use it
The button 'Book a consultation' is a CTA on a B2B campaign landing page.
Fun fact
Changing just the verb in a button can boost conversion by十几 percent. The most effective calls to action tell the recipient what they will get, not just what they should do.
Numbers worth knowing
Marketing in data
77 500 000 000
Liczba odsłon reklam online w Polsce w lipcu 2026
Gemius08/2026Poland
83%
Od lipca 2024 do czerwca 2026 wskaźnik zgłoszeń reklam oszukańczych spadł w Polsce o 83%.
Meta09/2026Poland
Figures from the same field — collected in our market data base.