How do I calculate CTR?
To calculate CTR, divide your clicks by your impressions, then multiply by 100.
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CTR stands for click-through rate: the share of the times your ad was shown that ended in a click. If your ad was shown 25,000 times and got 400 link clicks, your CTR is 400 ÷ 25,000 × 100 = 1.6%. Take both numbers from the same campaigns and the same dates. In Meta Ads Manager, use link clicks and the CTR (link click-through rate) column, which only counts clicks that lead to your site, app or form. The CTR (all) column also counts likes, comments, profile clicks and photo expands, so it is always equal to or higher. For Facebook traffic campaigns in the US, the 2026 median link CTR is 1.93% (WordStream / LocaliQ).
What is the CTR formula?
The CTR formula, its two versions in Ads Manager, and the four numbers you get once you add your spend and conversions. Use the same campaigns and dates for every number.
- CTR
- = Link clicks ÷ Impressions × 100
- The share of impressions that led to a click on your link.
- CTR (all)
- = All clicks ÷ Impressions × 100
- Counts every click on the ad, likes and comments included. Always ≥ link CTR.
- CPC
- = Amount spent ÷ Link clicks
- What one click costs. A higher CTR lowers it at the same CPM.
- CPM
- = Amount spent ÷ Impressions × 1,000
- The price of 1,000 impressions. CPC = CPM ÷ (1,000 × CTR).
- Conversion rate
- = Conversions ÷ Link clicks × 100
- The share of clicks that bought or signed up.
- CPA
- = Amount spent ÷ Conversions
- What one purchase or lead costs. Also CPC ÷ conversion rate.
What is a good CTR for Facebook ads?
A good CTR is one above the median of your industry and objective. Across US Facebook campaigns in 2026, the median link CTR is 1.93% for traffic campaigns and 2.7% for lead campaigns, according to WordStream and LocaliQ. It moves a lot by industry: compare yourself to your own line, not to the overall number.
| Industry | Traffic campaigns | Lead campaigns |
|---|---|---|
| Real estate | 2.37% | 4.17% |
| Physicians & surgeons | 1.9% | 4.18% |
| Health & fitness | 1.86% | 3.09% |
| Beauty & personal care | 2.73% | 1.35% |
| Restaurants & food | 2.68% | not in sample |
| Attorneys & legal | 1.77% | not in sample |
| Home & home improvement | 1.76% | 2.14% |
| Dentists | 1.55% | 1.62% |
| Education | 1.5% | 1.74% |
| Finance & insurance | 1.46% | not in sample |
What does a CTR calculation look like?
These are example numbers, not a benchmark. A campaign spends $300. Its ads are shown 25,000 times, get 400 link clicks and 12 purchases.
| Metric | Calculation | Result |
|---|---|---|
| CTR | 400 ÷ 25,000 × 100 | 1.6% |
| CPC | $300 ÷ 400 | $0.75 |
| CPM | $300 ÷ 25,000 × 1,000 | $12.00 |
| Conversion rate | 12 ÷ 400 × 100 | 3% |
| CPA | $300 ÷ 12 | $25.00 |
1.6% of impressions led to a click, each click cost $0.75, and 3% of clicks bought: one purchase cost $25.00.
How do I improve my Facebook ads CTR?
CTR mostly depends on what people see before they decide to scroll. Four things to check, in this order.
- The first second of the visualThe image or the first frame of the video does most of the work. Show the product or the result, not a logo.
- The first line of textOnly the start of the primary text shows before “See more”. Put the offer or the problem there.
- A button that matches the offerShop now for a product page, Sign up for a form. A button that promises something else loses the click.
- FatigueWhen frequency climbs and CTR slides week after week, the same people have seen the ad too often. Change the visual.
