Meta Link CTR: Measure Ad Creative Performance

Link Click-Through Rate measures the percentage of impressions that resulted in clicks on your ad’s primary link.

Formula

Meta Link CTR = ( Meta Link Clicks ÷ Meta Impressions ) × 100

Formula Components

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

See all Meta Clicks metrics →

Meta CTR Meta Inline CTR

⌘I

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics