FormulaCTR = clicks / impressions x 100

Click-through rate (CTR) measures how often an ad turns an impression into a click. It is one of the quickest signals of whether a creative catches attention and makes people curious enough to learn more.

On Meta, look at link CTR, which counts clicks to your site, rather than CTR (all), which also counts likes, comments and clicks on the profile. For a store, the link click is the one that matters. A higher CTR usually means a lower CPC too.

  • Open with a strong hook in the first seconds.
  • Show the product in use and make the benefit obvious.
  • Use a clear call to action and an offer worth clicking.
  • Watch CTR over time: a steady fall is a classic sign of ad fatigue.

Common mistakes: chasing CTR with clickbait that the landing page doesn't deliver on. Clicks that don't convert only add cost, so read CTR alongside the conversion rate.

You can't see a competitor's CTR, but you can study the hooks and headlines they keep using in the Brand Tracker.