CTR (click-through rate)

Also called: click-through rate, link CTR

CTR is the percentage of ad impressions that led to a click.

Formula

CTR = clicks ÷ impressions × 100

Example: 50,000 impressions and 600 link clicks give a link CTR of 1.2%.

Platforms report more than one CTR. "CTR (all)" on Meta counts any click, including likes and profile taps; "link CTR" counts only clicks to your destination and is the one that matters for sales. A rough rule of thumb for link CTR on cold short-form video ads is around 1%, but niche and offer swing it widely.

Go deeper

Related terms

Part of the Addy video ad glossary. Addy is an AI agent that writes, renders and posts short-form video ads.

Questions

+What is CTR?

CTR is the percentage of ad impressions that led to a click.

+How do you calculate CTR?

CTR = clicks ÷ impressions × 100. Example: 50,000 impressions and 600 link clicks give a link CTR of 1.2%.

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