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Meta Outbound CTR measures the percentage of impressions that resulted in outbound clicks—the share of ad views that drove someone off Meta to your destination.

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Formula

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

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Formula Components

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Example

Your traffic campaign delivered 185,000 impressions and generated 3,145 outbound clicks in March:

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How It Works

Outbound CTR counts only clicks that take users away from Meta properties (Facebook, Instagram, Messenger) to your external destination. This excludes in-platform interactions like reactions, comments, and profile visits. For campaigns optimized for website traffic, outbound CTR provides a clearer signal of ad effectiveness than overall CTR.

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When to Use

See all Meta Clicks metrics →