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CTR (Link Click-Through Rate)
from Facebook
Metrics type
Units of measure
Percent / Ratio
More - better
Check frequency
The percentage of impressions that received a link click out of the total number of impressions.
Why it is important
CTR (link click-through rate) indicates how many link clicks your ad received compared to the number of impressions it received. It is a common metric used by online advertisers to understand how ads drive traffic to websites and other destinations.
Link clicks / Impressions
Calculation example
Suppose you're running a Facebook ad campaign to drive users to your website, and during the campaign, your ad generated 500 link clicks from users. Additionally, your ad had 20,000 total impressions, which represents the number of times your ad was shown to users.

CTR (Link Click-Through Rate) = (Link Clicks / Impressions) * 100%

CTR (Link Click-Through Rate) = (500 link clicks / 20,000 impressions) * 100%

CTR (Link Click-Through Rate) = (0.025) * 100%

CTR (Link Click-Through Rate) = 2.5%
Affected metrics
Link Clicks
Affecting metrics
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. How does the 'CTR (Link Click-Through Rate)' metric differ between ad campaigns, ad sets, or individual ads? Are there any campaigns or ads that usually have higher CTR (Link) values, and what tactics are used to achieve this?
2. Is there a connection between 'CTR (Link Click-Through Rate)' and conversion metrics (e.g., purchases, sign-ups, lead generation)? Does the link click-through rate have an effect on actual business results?
3. What is the trend of 'CTR (Link Click-Through Rate)' over time? Are there any days, weeks, or months when the click-through rate is notably higher or lower, and what external factors may be causing this?
4. Can you divide the data to determine if certain audience demographics, interests, or locations lead to higher CTR (Link)? How can this data be used to inform your targeting strategies?
5. How does the ad creative, messaging, or content type affect the 'CTR (Link Click-Through Rate)' metric? Are there any ad elements that usually result in higher click-through rates on links?
6. Are there any seasonal or time-specific patterns in the 'CTR (Link Click-Through Rate)' metric? Does the click-through rate on links vary on certain days or during certain times of the year, and how can you adjust your ad strategy accordingly?
7. Can you compare the 'CTR (Link Click-Through Rate)' 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 (Link)?
Possible causes of worsening
Ad Creative Quality
Poorly designed or unattractive ad creatives can result in lower CTR as they may not resonate with the audience.

Increased Competition
Rising competition in the e-commerce sector can lead to lower CTR as more advertisers vie for the same audience's attention.

Explore more causes in full version of JetMetrics Lite
Tactics to improve this metric
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