CTR (Click-Through Rate)
CTR (click-through rate) is the share of people who click after seeing your ad or link — clicks divided by impressions, as a percentage.
Formula
CTR = (Clicks ÷ Impressions) × 100
CTR measures how compelling your creative and targeting are. 1,000 impressions and 20 clicks is a 2% CTR. Typical paid-social CTRs run around 1–2%, though it varies widely by placement and format.
A strong CTR usually lowers your CPC, because ad platforms reward relevance with cheaper distribution. But CTR is a top-of-funnel signal only — high clicks with low conversions point to a creative-to-landing-page mismatch.