Paid Media

CTR

Quick answer

Click-through rate - the share of viewers who click your ad.

Definition

CTR divides clicks by impressions. It is the earliest signal of creative health: a falling CTR means the audience has seen the ad enough times (frequency fatigue) or the hook no longer earns attention.

Why it matters

CTR is a leading indicator. We batch-test creative weekly so CTR dips get fixed before CPA suffers.

Formula

Clicks / Impressions

Benchmarks

1-2% typical for Meta prospecting; 3%+ on strong retargeting

All glossary terms

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