38% is extremely high!. Are you sure you don't have 0.38%? The CTR rate of impressions can change depending on where your game is shown, for example a homepage impression might have lower CTR rate because all kinds of people looking for different stuff view the homepage. An impression from our browse page with a combination of tags matching your game could have a much higher CTR since the particular viewer is looking for something like your game.
The CTR we show in the analytics page is the average of all of these. The games on the top of our browse pages have a CTR around .6 to 1.3 if that helps.
Two simple ways to increase the CTR:
- Make sure your project has a good cover image, provide a gif if applicable
- Make sure your project takes full advantage of all the classification options, so it can appear in more people's searches