Glossary / Delivery metrics

CTR.

Short answer

CTR, click-through rate, is the share of impressions that led to a click: clicks divided by impressions. In Meta, CTR (link click-through rate) counts only clicks to your destination, while CTR (all) counts every click, including likes, comments and taps to expand.

Also called: click-through rate, link click-through rate, CTR (all)

The formula

CTR (link) = link clicks / impressions

CTR (all) = all clicks / impressions

An Acme Watches video gets 50,000 impressions, 600 link clicks and 1,500 clicks of all kinds. Link CTR is 600 / 50,000 = 1.2%, and CTR (all) is 1,500 / 50,000 = 3.0%. A teammate quoting 3% and another quoting 1.2% are describing the same ad.

Why it matters

CTR shows whether the ad moves people to act once it has stopped them. Link CTR is the one that leads to sales; CTR (all) mixes in engagement that may never reach the store. A falling CTR on a steady audience is also one of the first signs of fatigue.

How to improve it

Make the next step obvious: a clear offer, a call to action that matches what happens after the click, and a reason to click now. Test calls to action and opening lines, and use link CTR rather than CTR (all) when judging the change.

CTR in Fovea

CTR comes in with the nightly Meta sync and sits beside spend and ROAS on the Winners leaderboard. The Meta Ads breakdown uses CTR (all), computed from clicks and impressions. Roles without money access, like Agency, still see CTR and impressions.

See Winners →

Stats

Spend

$13,740

last 30d

Blended ROAS

2.31x

revenue / spend

Active winners

ROAS ≥ 1.5x

Spend on winners

71.4%

share of window spend

Creative leaderboard

Top ads this window

Ad	Stage
ugc-maya-field40-giftProspecting - Broad	Winner	$4,210	3.42x	2.31%	186.4K	76
motion-diver42-freeshippingProspecting - Broad	Winner	$3,180	2.64x	1.88%	152.9K	44
ugc-sam-chrono39-wristGifting - Q4	Winner	$2,460	1.71x	1.42%	121.3K	22
studio-diver42-detailRetargeting - 30d	Testing	$1,890	1.18x	0.94%	98.7K	12
motion-straps-offerRetargeting - 30d	Underperforming	$1,240	0.62x	0.51%	88.2K	4
studio-field40-flatlayProspecting - Broad	Paused	$760	1.36x	1.12%	40.1K	5

Questions, answered.

Which CTR should I use, link or all?+

Use link CTR to judge whether an ad sends shoppers to your site. CTR (all) is useful for engagement but can be inflated by likes, comments and profile taps.

What is a good CTR on Meta?+

It varies widely by industry, format and audience, so compare against your own account history rather than a single number. A steady drop for the same ad matters more than the absolute level.

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Fovea tags every hook, angle and transcript on upload and keeps hook rate, hold rate and ROAS beside each linked creative.

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