> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Meta Link CTR: Measure Ad Creative Performance

> Track how often people click your primary link after seeing your Meta ad. Calculate Link Click-Through Rate to evaluate creative and targeting quality.

<Tip>
  Link Click-Through Rate measures the percentage of impressions that resulted in clicks on your ad's primary link.
</Tip>

## Formula

<Info>
  **Meta Link CTR** = ( **Meta Link Clicks** ÷ **Meta Impressions** ) × 100
</Info>

### Formula Components

| Metric                                                                                     | Definition                                                            |
| ------------------------------------------------------------------------------------------ | --------------------------------------------------------------------- |
| [**Meta Link Clicks**](/reference/metrics/advertising/meta/meta-clicks/meta-link-clicks)   | Clicks on your ad's call-to-action button or primary destination link |
| [**Meta Impressions**](/reference/metrics/advertising/meta/meta-audience/meta-impressions) | Total number of times your ads were shown                             |

| Metadata        |                                   |
| --------------- | --------------------------------- |
| **Type**        | Percentage                        |
| **Data Source** | [Meta Ads](/sources/facebook-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     |

***

## Related Metrics

| Metric                                                                                 | Relationship                                             |
| -------------------------------------------------------------------------------------- | -------------------------------------------------------- |
| [Meta Link Clicks](/reference/metrics/advertising/meta/meta-clicks/meta-link-clicks)   | The numerator—total clicks on your primary link          |
| [Meta CTR](/reference/metrics/advertising/meta/meta-clicks/meta-ctr)                   | Broader metric counting all clicks, not just link clicks |
| [Meta Outbound CTR](/reference/metrics/advertising/meta/meta-clicks/meta-outbound-ctr) | Clicks that leave Meta entirely for your destination     |

[See all Meta Clicks metrics →](/reference/metrics/advertising/meta/meta-clicks)