Glossary
Click-through rate (CTR)
The share of impressions that led to a click.
Also called CTR, link CTR
Formula
CTR = clicks ÷ impressions × 100
Example
150 link clicks from 10,000 impressions is a 1.5 percent link CTR.
Use "CTR (link click-through rate)" for ads that send people somewhere. "CTR (all)" counts every kind of click, including likes and profile visits.
A falling CTR is one of the earliest signs of creative fatigue.
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