CTR (click-through rate) is the percentage of people who click on an ad, link or search result after seeing it. You calculate it by dividing the number of clicks by the number of impressions and multiplying by 100. For example, if 2,000 impressions bring 50 clicks, your CTR is 2.5%.
Why does CTR matter?
CTR tells you whether your creative and message are getting through to your audience. A low click-through rate usually means the ad is aimed at the wrong people, the promise in the copy doesn’t meet a real need or the creative gets lost in the feed. On ad platforms such as Meta Ads and Google Ads, CTR also has an indirect effect on costs: ads that people are happy to click get better rates.
What is a good CTR?
There’s no single figure that fits everyone, because CTR depends on the industry, the ad placement and the stage of the funnel. Here’s what we see in campaigns for Polish businesses: on Meta Ads, a good benchmark is 1-2% for reach campaigns and over 2% for retargeting, while healthy campaigns on Google’s Search Network usually reach a few per cent. The trend matters more than any single number. If CTR drops week on week, the creative is wearing out and it’s time to refresh it.
