Click-through rate (CTR)
Click-through rate (CTR) is the share of people who saw a link and clicked it.
Divide clicks by impressions and multiply by 100. If a post was shown 2,000 times and the link was clicked 40 times, the CTR is 2 percent.
Click-through rate (CTR) in practice
CTR tells you whether the hook and the call to action made the link worth opening. It does not tell you whether the visit was useful, so read it next to what happens on the page. Compare posts on the same platform, because link placement and reading habits differ between platforms.
A low CTR does not always mean the post failed. Awareness posts often carry no link, and some platforms show fewer people a post that sends them away. Compare CTR only between posts that have the same goal, and test a new opening line before changing the offer.
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