Link Click-Through Rate measures the percentage of impressions that resulted in clicks on your ad’s primary link.
Meta Link CTR = ( Meta Link Clicks ÷ Meta Impressions ) × 100
| Metric | Definition |
|---|
| Meta Link Clicks | Clicks on your ad’s call-to-action button or primary destination link |
| Meta Impressions | Total number of times your ads were shown |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Meta Ads |
| Aggregation | Ratio |
Example
Your summer collection campaign generated 4,200 link clicks from 210,000 impressions.
| Campaign | Link Clicks | Impressions | Link CTR |
|---|
| Summer Collection | 4,200 | 210,000 | 2.00% |
| Spring Clearance | 2,850 | 285,000 | 1.00% |
| Total | 7,050 | 495,000 | 1.42% |
How It Works
Link CTR counts only clicks on your primary call-to-action button or destination link—not social interactions like likes or comments. This makes it more focused than overall CTR for measuring intent to visit your site or app.
When to Use
| Scenario | Action |
|---|
| Link CTR drops below 1% | Test new creative or refine audience targeting |
| Link CTR exceeds 2% | Scale budget or expand to similar audiences |
| Comparing ad variations | Use Link CTR to identify highest-performing creative |
| Traffic campaigns | Monitor Link CTR as primary efficiency indicator |
| Metric | Relationship |
|---|
| Meta Link Clicks | The numerator—total clicks on your primary link |
| Meta CTR | Broader metric counting all clicks, not just link clicks |
| Meta Outbound CTR | Clicks that leave Meta entirely for your destination |
