Language
Contact us

Metrics

CTR

Updated 20 August 2026

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.

Key facts about CTR

Abbreviation
CTR
Also known as
Click-through rate, Clickthrough rate
Formula
CTR = (clicks ÷ impressions) × 100
Category
Metrics
Last updated
20 August 2026

In AdOps

How does CTR work inside 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.

The AdOps metric picker open over a condition row: a panel with Meta Ads and Custom metrics tabs, a search box, and a scrolling list of metrics with Spend selected. Sample data
Forty-five Meta metrics and your own sheet columns in the same list, each carrying a reporting period and any of six operators. Read the details

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.

Glossary

The terms an advertiser usually reads in the same sitting.

CPC
Cost per click (CPC) is the average amount paid for one click on an ad, calculated by dividing ad spend by the number of clicks recorded in the same period.
CPM
Cost per mille (CPM) is the cost of 1,000 ad impressions, calculated by dividing ad spend by impressions and multiplying the result by 1,000.
Ad fatigue
Ad fatigue is the decline in an advertisement's performance caused by the same audience seeing the same creative too many times, typically visible as a falling click-through rate and a rising cost per result while impressions keep accumulating.
All glossary terms

Turn this metric into a rule that watches it.

Pick the metric, pick one of the 11 reporting periods, set the threshold, and choose what happens when it is crossed. Nothing runs on your campaigns until you set the rule live.

Contact us See pricing

14-day trial · no card

Inside the product

What the screens actually look like

Nine screens from the working dashboard — the rule builder, the metric picker, the dayparting grid and the log that records what happened. Scroll the strip.

  • The AdOps Performance Dashboard showing a Purchase ROAS card at 2.380x and an Aggregated ROAS card at 2.088x, both badged Profitable, a Monthly Budget card at Rp 155jt, and a Spend Breakdown ranking the top five ad accounts against a budget utilisation bar at 45.5 per cent.
    Performance Dashboard. Two ROAS figures to three decimals, a budget meter, and spend ranked by ad account — over Today, Last 7 days, Last 30 days or This month.
  • The AdOps rule list showing twelve automation rules, each with an on/off toggle, the ad accounts it manages, and when it last triggered — some minutes ago, others on a dated timestamp.
    Rule List. Every rule, what it manages and when it last fired. The toggle is the only thing between draft and live.
  • The AdOps condition builder showing a task with time-of-day conditions across seven day tags, a nested AND group holding a lifetime spend condition under 400,000, and a second task with four stacked metric conditions.
    Conditions. Metric, period, operator, value — joined with AND or OR, and nestable, so a rule can say something a dropdown cannot.
  • The AdOps metric picker open over a condition row: a panel with Meta Ads and Custom metrics tabs, a search box, and a scrolling list of metrics with Spend selected.
    Metric picker. Forty-five Meta metrics and your own sheet columns in the same list, each carrying a reporting period and any of six operators.
  • The AdOps dayparting timetable: a grid of hours against the seven days of the week, with the daytime hours filled navy for every day and the night hours and weekend evenings left empty.
    Dayparting grid. Or draw the hours instead. Anything outside the shape you fill in simply does not run.
  • An AdOps execution log detail: one campaign, two action panels badged Not Executed, each listing the action parameters and every condition evaluated with its actual value, its expected value and a Pass or Fail badge.
    Rule Log detail. Why a rule did nothing is recorded as carefully as why it did something — actual against expected, condition by condition.
  • The AdOps activity log listing budget increases and campaign renames, each row naming the affected campaign by id, the rule that caused it and how long ago it happened.
    Activity Log. One row per change AdOps made in your account, naming the campaign and the rule responsible.
  • The AdOps ad account list: eighteen Meta ad accounts with on/off toggles, account ids, Active or Inactive badges and this month’s spend in rupiah.
    Ad Accounts. Accounts discovered from Meta arrive switched off. Nothing is read, and nothing is changed, until you turn one on.
  • The AdOps custom metric editor mapping a Google Spreadsheet: a spreadsheet id, a sheet name, a column to match campaigns on and a column holding the values.
    Custom metric. Point AdOps at a sheet, name the matching column and the value column, and your own number joins the metric list.

Every figure is rebuilt from the product’s own interface and filled with invented data — no customer name, ad account or spend figure appears anywhere on this site. See how a run works