CTR

CTR is calculated as clicks divided by impressions, expressed as a percentage. Meta reports two flavors: overall CTR (all clicks, including likes and comments) and outbound CTR (clicks that leave Meta's app to a landing page or app store). For direct-response verticals like lead gen, nutra, and iGaming, outbound CTR is the more actionable number because it isolates intent to leave the platform, whereas overall CTR can be inflated by engagement on the post itself.

A healthy outbound CTR benchmark sits roughly between 1% and 3% depending on vertical and placement, but the number only matters relative to downstream conversion rate. High CTR with low CVR usually points to a mismatch between the ad's promise and the landing page, a common failure mode in nutra and crypto funnels where the hook overpromises.