> ## 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 Outbound Click-Through Rate: Website Traffic Efficiency

> Track the percentage of impressions that drove traffic off Meta to your website. The most relevant CTR for website-focused campaigns.

<Tip>
  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.
</Tip>

## Formula

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

### Formula Components

| Metric                                                                                           | Definition                                                                    |
| ------------------------------------------------------------------------------------------------ | ----------------------------------------------------------------------------- |
| [**Meta Outbound Clicks**](/reference/metrics/advertising/meta/meta-clicks/meta-outbound-clicks) | Clicks on your ad that directed users to an external destination outside Meta |
| [**Meta Impressions**](/reference/metrics/advertising/meta/meta-audience/meta-impressions)       | Total number of times your ad was displayed on screen                         |

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

***

## Example

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

| Ad Set                        | Impressions | Outbound Clicks | Outbound CTR |
| ----------------------------- | ----------- | --------------- | ------------ |
| Prospecting - Lookalike       | 95,000      | 1,900           | 2.00%        |
| Retargeting - Cart Abandoners | 50,000      | 850             | 1.70%        |
| Interest - Home Decor         | 40,000      | 395             | 0.99%        |
| **Total**                     | **185,000** | **3,145**       | **1.70%**    |

***

## 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.

***

## When to Use

| Scenario                                | Action                                                     |
| --------------------------------------- | ---------------------------------------------------------- |
| Running traffic or conversion campaigns | Use outbound CTR as your primary click-through metric      |
| Outbound CTR below 1%                   | Test new creative or refine audience targeting             |
| Comparing to overall CTR                | Large gaps may indicate engagement but not intent to visit |
| Evaluating website-focused ads          | Prioritize ad sets with higher outbound CTR                |

***

## Related Metrics

| Metric                                                                                       | Relationship                             |
| -------------------------------------------------------------------------------------------- | ---------------------------------------- |
| [Meta Outbound Clicks](/reference/metrics/advertising/meta/meta-clicks/meta-outbound-clicks) | Numerator—total clicks leaving Meta      |
| [Meta CTR](/reference/metrics/advertising/meta/meta-clicks/meta-ctr)                         | Broader metric including all click types |
| [Meta Link CTR](/reference/metrics/advertising/meta/meta-clicks/meta-link-ctr)               | CTR for primary link clicks specifically |

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