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CTR (All)
from Facebook
Metrics type
Units of measure
Percent / Ratio
More - better
Check frequency
The average cost for 1,000 impressions.
Why it is important
It indicates the effectiveness of your ad in generating clicks or user interactions relative to the total number of times it was displayed. This metric provides insights into the relevance of your ad content and targeting, helping advertisers make informed decisions about how to optimize their campaigns for better engagement and click-through rates.

By monitoring CTR (All), advertisers can improve their ad's performance and efficiency, ultimately enhancing the return on ad spend.
Clicks (all) / Impressions
Calculation example
Suppose you're running a Facebook ad campaign, and during the campaign, your ad received a total of 2,000 clicks (all types of clicks) from users. Additionally, your ad had 100,000 total impressions, which represents the number of times your ad was shown to users.

CTR (All) = (Clicks (All) / Impressions) * 100%

CTR (All) = (2,000 clicks / 100,000 impressions) * 100%

CTR (All) = (0.02) * 100%

CTR (All) = 2%
Affected metrics
Clicks (All)
Affecting metrics
Page Engagement
Connecting metrics

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Suggested slices for dashboards
by Overall Campaign
by Ad Set
by Individual Ad
by Campaign Objective
by Audience Segment
by Geographic
by Time Period
by Device Type
by Ad Placement
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. Analyze the variation of 'CTR (All)' across different ad campaigns, ad sets, or individual ads. Are there any campaigns or ads that usually have higher CTR (All) values, and what tactics are behind their success?
2. Examine the correlation between 'CTR (All)' and conversion metrics (e.g., purchases, sign-ups, lead generation). Is there a link between click-through rate and actual business results?
3. Investigate the trend of 'CTR (All)' over time. Are there any particular days, weeks, or months when the CTR is notably higher or lower, and what external factors may be influencing these trends?
4. Segment the data to determine if certain audience demographics, interests, or locations lead to higher CTR (All). How can this information inform your targeting strategies?
5. Assess the impact of ad creative, messaging, or content type on the 'CTR (All)' metric. Are there any ad elements that usually encourage higher click-through rates?
6. Analyze seasonal or time-specific patterns in the 'CTR (All)' metric. Does the click-through rate vary on particular days or during specific times of the year, and how can you adjust your ad strategy accordingly?
7. Compare the 'CTR (All)' metric across different ad placements on Facebook (e.g., in-feed, Stories, right column) to identify which placements are the most effective for achieving higher CTR (All).
Possible causes of worsening
Audience Mismatch
If the ad content doesn't resonate with the target audience, it can lead to reduced clicks.

Ad Creative Quality
Poorly designed or unattractive ad creatives can result in lower CTR as they may not resonate with the audience.

Explore more causes in full version of JetMetrics Lite
Tactics to improve this metric
Explore in JetMetrics Lite or Ask professionals in the Community
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