CTR

Click-through rate, or CTR, shows how often people click an ad after seeing it. It is clicks divided by impressions. An ad with 2,000 impressions and 30 clicks has a CTR of 1.5%.

CTR is mainly a test of the ad creative. A strong hook, a clear product and a believable offer lift it. A high CTR also tends to lower costs, because ad platforms reward ads that people engage with.

A high CTR is not the same as sales. Curiosity or shock can win clicks from people who never buy, and a low conversion rate on the landing page can waste them. Good advertisers watch the chain from impression to click to purchase, and judge an ad by its ROAS, not CTR alone.

Typical CTRs vary a lot by platform, format and audience, so compare against your own past ads rather than general benchmarks.

Competitor CTR is not public. Some platforms show relative performance labels for featured ads, for example in TikTok Creative Center, and long-running ads often have good click-through behind them.