Ads glossary
CTR (click-through rate)
The share of people who clicked after seeing your ad.
CTR is clicks divided by impressions, shown as a percentage. It is a quick signal of how relevant your ad is to the people who see it: a stronger image, a clearer offer or better targeting usually raise it.
Example: 360 clicks from 30,000 impressions is a CTR of 1.2%. Compare CTR within the same platform and placement, because a Search ad, a Story ad and an in-feed video naturally have very different rates.
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