CTR (Click-Through Rate)

Percentage of impressions that result in a click.

CTR = clicks ÷ impressions × 100. It measures how compelling your creative and copy are relative to the audience seeing them. Healthy CTR benchmarks:

— Meta feed: 1.0–2.5% for e-commerce, anything above 3% is strong
— Meta stories/reels: 0.5–1.5%
— TikTok in-feed: 1.5–3.5%
— Google Search (branded): 8–20%
— Google Search (generic): 2–6%

Low CTR with high impressions means audience-creative mismatch — either change the creative or refine the targeting. High CTR with low purchases means the creative is misleading or the landing page is broken.

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