# What is CTR (click-through rate)?

> CTR is the share of people who click your ad after seeing it. Here is the formula, a worked example, the Meta CTR types and how to raise it.
- **Author**: Marxx
- **Published**: 2026-10-22
- **Category**: Metrics
- **URL**: https://marxx.ai/library-glossary/ctr

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CTR (click-through rate) is the share of ad impressions that turn into a click. If 10,000 people see your ad and 150 click it, your CTR is 1.5%.

## The formula

CTR = clicks / impressions x 100

## A worked example

Say a Reels ad gets 80,000 impressions and 960 link clicks.

- CTR = 960 / 80,000 x 100 = **1.2%**

If you rewrite the first line and CTR rises to 1.8% at the same spend, you get 1,440 clicks instead of 960. The cost per click falls by a third.

## The three CTRs in Meta Ads Manager

| Column | Counts |
|---|---|
| CTR (all) | Every click: reactions, comments, shares, profile taps, taps to expand a photo, plus link clicks |
| CTR (link click-through rate) | Only clicks on the ad's links |
| Outbound CTR | Clicks that leave Meta's apps, such as to your site or app store page |

For sales and leads, use link CTR or outbound CTR. "All" can look healthy while nobody visits your site.

## What lowers CTR

- A first second that does not stop the scroll
- An offer that is hard to spot
- Showing the same ad to the same people too often
- The wrong audience for the message

## How to raise CTR

1. Test new hooks. The first line or first second decides most clicks.
2. Put the offer or benefit in the first sentence.
3. Use one clear call to action.
4. Refresh creative when CTR drops week on week at steady spend.

## FAQ

### Is a high CTR always good?

No. A curiosity hook can win clicks from people who will never buy. Check conversion rate after the click too.

### What is a good CTR on Meta?

It depends on objective, audience and format. Compare against your own account's last 90 days, by format, rather than a single industry figure.

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