Click through rate, or CTR, measures the percentage of people who clicked after seeing a post, ad, or link.
CTR is usually calculated by dividing clicks by impressions, then multiplying by 100.
A higher CTR often means the creative, offer, caption, or call to action was relevant to the audience.
CTR should be compared against the audience and placement because a low-intent awareness post and a direct-response ad will naturally behave differently.
Divide clicks by impressions, then multiply by 100. If 1,000 people saw a post and 20 clicked, the CTR is 2 percent.
It varies widely by platform, placement, and intent, but around 1 percent is a common ballpark for social ads. Your own historical baseline is a more useful comparison than any industry average.
Common causes are a weak or unclear call to action, creative that does not match the audience, an offer with low relevance, or targeting that is too broad. Test one variable at a time to find the cause.