# CTR

> Click-through rate (CTR) is the share of ad impressions that produced a click, calculated by dividing clicks by impressions and expressing the result as a percentage. Meta reports it twice: once for every click on the ad, and separately for link clicks only.

Source: https://adops.id/glossary/ctr/
Last updated: 2026-08-20
Publisher: AdOps (https://adops.id) — an independent product, not affiliated with Meta Platforms, Inc.

---

**Abbreviation:** CTR

**Also known as:** Click-through rate, Clickthrough rate

**Formula:** CTR = (clicks ÷ impressions) × 100

**In AdOps:** The AdOps rule builder offers CTR (`ctr`) for all clicks and CTR (link clicks) (`inline_link_click_ctr`) for link clicks only — two of the 7 metrics in its engagement category, alongside Impressions, Clicks and Link clicks.

Click-through rate (CTR) is the percentage of ad impressions that produced a click. AdOps carries two of them in the rule builder: CTR counts every click on the ad, and CTR (link clicks) counts only clicks that opened the advertiser's link. Both belong to the engagement category and both can be tested over any reporting period.

## How is CTR calculated?

Divide clicks by impressions and multiply by 100. An ad with 18,000 clicks from 1,200,000 impressions has a CTR of 1.5%. At a CPM of Rp 5,000, those impressions cost Rp 6,000,000, which puts CPC at Rp 333. The same spend at a CTR of 0.5% yields 6,000 clicks and a CPC of Rp 1,000.

## Why does CTR matter to a rule?

CTR is the first metric to move when creative stops working, usually before cost per purchase does. It is also the cleanest early signal AdOps can read, because reach and frequency are not part of its metric catalogue. A falling CTR over Last 7 days is the standard opening condition for a creative-refresh rule.

## Which CTR should a rule use?

CTR (link clicks) is the stricter of the two and the one that lines up with Landing page views, which AdOps also carries. Both accept all 6 comparison operators and any of the 11 reporting periods, so a rule can compare this week against a fixed floor, or against the same metric over a longer window.