Click-through rate is clicks divided by impressions. Meta reports two versions, and they're very different:
- Link CTR counts clicks that take someone to your website or app.
- CTR (all) also counts likes, comments, profile taps, "see more" and other clicks that never leave Meta.
Use link CTR.
What's a good CTR on Meta?
Across $26M in US Meta spend (July to October 2026), the median account had a 1.00% link CTR, about one link click per 100 impressions. The median ad was 0.93%. The top quarter of ads hit 1.4% or higher, and the top 10% hit 2.2% or higher.
CTR doesn't pick winners
Within each account, the ads Meta spent the most on had the same CTR as the rest, and high-CTR ads didn't convert any cheaper. In our cost-per-purchase analysis, CTR explained close to none of the difference between ads. Curiosity clicks convert worse and cost more to reach.
Full data: Facebook ads CTR benchmarks and what predicts cost per purchase.
Related: CPC, conversion rate.
