What is CTR (Click-through rate)?
CTR, or click-through rate, is the share of an ad's impressions that led to a click. Meta reports two versions. CTR (all) divides clicks (all) by impressions, and clicks (all) includes likes, comments, shares, profile clicks and clicks that expand media. CTR (link click-through rate) divides only link clicks to the advertiser's chosen destination by impressions, so it is never higher than CTR (all) and is the better guide to traffic.
Updated
Sources
- 1.CTR (all) is clicks (all) divided by impressions. Meta Business Help Centre, CTR (all). Checked 14 October 2026.
- 2.CTR (link click-through rate) is link clicks divided by impressions. Meta Business Help Centre, CTR (link click-through rate). Checked 14 October 2026.
- 3.Clicks (all) includes link clicks, post likes, comments or shares, Page or profile clicks and clicks to expand media. Meta Business Help Centre, Know the difference between "Clicks (all)" and "Link clicks". Checked 14 October 2026.