Advertising glossary

What is CTR (click-through rate)?

Definition

CTR is the share of impressions that result in a click. It is the clearest signal of whether an ad's hook and creative create interest.

CTR explained

Meta reports CTR (all), which includes any click on the ad, and link CTR, which counts clicks to your destination. Link CTR is the better measure for traffic and sales campaigns. A falling CTR combined with rising frequency is a classic sign of ad fatigue.

Formula

CTR = (clicks ÷ impressions) × 100

Example

380 link clicks from 31,000 impressions is a link CTR of about 1.23%.

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Keep learning

CPC (cost per click)CPC is the average amount you pay for each click on your ad.Hook rateHook rate is the share of video impressions where people watch at least the first three seconds.Ad fatigueAd fatigue happens when the same people see an ad so often that it stops working.