Metrics & KPIs

CTR

Click-Through Rate — percentage of people who see your ad and click it. A healthy in-feed CTR is 1.5-3%; anything under 1% is a signal the creative isn't working.

CTR is the percentage of people who see your ad and click through to your site: clicks ÷ impressions. It's the fastest proxy for whether your creative is doing its job — grabbing attention and earning the click.

Benchmarks for Meta in-feed ecommerce ads in 2026: under 1% CTR is a creative problem; 1.5-3% is average; 3-5%+ is strong. TikTok CTRs run higher structurally (2-5%) because of how the For You Page presents ads. Google Search CTRs are completely different (5-15%+) because of purchase intent.

Chasing CTR alone is a trap. A clickbait hook can spike CTR but tank downstream CVR because the traffic arrives mismatched to the product. Good creative maximizes CTR and filters for qualified clickers — that's why so much of creative strategy is about relevance, not just stopping power.

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Related terms in Metrics & KPIs
AOV
Average Order Value — the average dollar amount a customer spends per transaction. Total revenue divided by number of orders.
AOV Lift
The increase in Average Order Value produced by a specific tactic — bundles, upsells, order bumps, quantity discounts. Every dollar of AOV lift compounds against ad spend.
ATC
Add to Cart — the tracked event when a visitor adds an item to their cart. ATC-to-purchase ratio is a powerful diagnostic of checkout friction.
Attach Rate
The percentage of orders that include a secondary item — typically an upsell, bundle, or order bump. Every 10% of attach rate is ~4-6% of AOV lift.
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