Click-through rate (CTR)
Posted: Thu Feb 20, 2025 3:47 am
This metric refers to the percentage of times users viewed and clicked on your ad.
(Clicks/Impressions) x 100 = CTR
CTR is a strong indicator of whether your ad is engaging or not. However, it doesn't tell you whether those clicks are leading to sales. While an ad with broad targeting might receive tons of clicks, it may ultimately result in few conversions because it isn't relevant for most users.
Say you're a marketer for a bank, and you release a click-to-message ad on ghana mobile database Facebook and a Twitter image ad to encourage new and existing customers to open credit card accounts. The Twitter ad has a CTR of 2%, and the click-to-message ad CTR is 1%.
Table displaying Twitter image ad impressions as (5,000 clicks/250,000 impressions) x 100 = 2% and Facebook click-to-message ad impressions as (2,500 clicks/250,000 impressions) x 100 = 1%
However, the latter generates twice as many credit card account sign-ups as the former.
Table displaying Twitter image ad with 250 credit card sign-ups and Facebook click-to-message ad with 500 credit card sign-ups
The Twitter ad was more engaging, but assuming both campaigns had similar costs, the Facebook click-to-message ad was more valuable.
What should I do if my click-through rate is low?
This metric varies across industries and ad types. Wordstream reports that the average CTR for Facebook ads is .9%, 5.5 % for display ads, 6 and 6% to 7% for Google search ads. 7 If your ad's CTR falls well below this number, consider these tips:
Check your CTA. Make sure your ad copy clearly states what you want users to do next, and design a CTA button that stands out against the rest of the promotion. Stick to one CTA per ad to maximize clicks and conversions.
Adjust your ad copy to be short and captivating, so it's easy for users to read it and realize why they should click on the promotion. Engage shoppers by asking a question, or consider including a testimonial in your ad to build their trust. In terms of length, check your ad platforms' recommendations. Facebook, for example,
(Clicks/Impressions) x 100 = CTR
CTR is a strong indicator of whether your ad is engaging or not. However, it doesn't tell you whether those clicks are leading to sales. While an ad with broad targeting might receive tons of clicks, it may ultimately result in few conversions because it isn't relevant for most users.
Say you're a marketer for a bank, and you release a click-to-message ad on ghana mobile database Facebook and a Twitter image ad to encourage new and existing customers to open credit card accounts. The Twitter ad has a CTR of 2%, and the click-to-message ad CTR is 1%.
Table displaying Twitter image ad impressions as (5,000 clicks/250,000 impressions) x 100 = 2% and Facebook click-to-message ad impressions as (2,500 clicks/250,000 impressions) x 100 = 1%
However, the latter generates twice as many credit card account sign-ups as the former.
Table displaying Twitter image ad with 250 credit card sign-ups and Facebook click-to-message ad with 500 credit card sign-ups
The Twitter ad was more engaging, but assuming both campaigns had similar costs, the Facebook click-to-message ad was more valuable.
What should I do if my click-through rate is low?
This metric varies across industries and ad types. Wordstream reports that the average CTR for Facebook ads is .9%, 5.5 % for display ads, 6 and 6% to 7% for Google search ads. 7 If your ad's CTR falls well below this number, consider these tips:
Check your CTA. Make sure your ad copy clearly states what you want users to do next, and design a CTA button that stands out against the rest of the promotion. Stick to one CTA per ad to maximize clicks and conversions.
Adjust your ad copy to be short and captivating, so it's easy for users to read it and realize why they should click on the promotion. Engage shoppers by asking a question, or consider including a testimonial in your ad to build their trust. In terms of length, check your ad platforms' recommendations. Facebook, for example,