Delivery
What is CTR?
Also: Click-through rate
CTR (click-through rate) is the share of impressions that resulted in a click.
CTR = clicks / impressions
CTR measures whether the ad earned the click. On Meta, distinguish all-clicks CTR from link CTR (clicks to your site), which is the one that matters for traffic. A healthy CTR with poor conversion points downstream, to the landing page or offer, not the creative.
Last reviewed 2026-09-19
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