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CTR (Click-Through Rate)

Percentage of people who click after seeing

What is CTR (Click-Through Rate)?

The ratio of users who click on a link, ad, or CTA compared to the total number who viewed it. A CTR above 2% is solid for most platforms, above 5% means your hook is working. The single metric I check first for any content campaign.

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In plain words

"Think of it like counting window-shoppers vs. people who walk in."

How it works

CTR = Clicks ÷ Impressions × 100

Key takeaways

  • Measures ad relevance, not conversion

  • Benchmark varies wildly by channel and industry

  • Test headlines and thumbnails first — they move CTR most

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Real-world example

Your Instagram ad reaches 10,000 people and gets 230 clicks. That's a 2.3% CTR. Above 2% is solid for most social ads; above 5% means your hook is genuinely working.

Related terms

CPM (Cost Per Mille)

Cost per 1,000 impressions

ROAS (Return On Ad Spend)

Revenue generated per dollar spent on ads

CTA (Call To Action)

The prompt that drives user action

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