← GlossaryPaid media
CTR
Also known as · Click-Through Rate
Clicks divided by impressions, expressed as a percentage.Click-through rate (CTR) is the proportion of impressions that result in a click. Median CTR on Meta is around 0.9–1.4% in 2026 across most categories; Google Search top-of-page is 3-8%. CTR alone isn't a goal — a high CTR with poor conversion just burns money faster.
Related terms
Other paid media terms.
ROAS
Revenue divided by ad spend for a given period or campaign.
CPC
Average paid amount per click in a campaign or ad set.
CPM
Cost per 1,000 ad impressions delivered.
LSA
Google's pay-per-lead format for local service businesses, showing above standard search results.
CAPI
Server-side conversion event sending that bypasses browser-side tracking limits.
ATT
Apple's 2021 iOS requirement that apps request explicit permission to track users across other apps and websites.
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