CTR - clicks over impressions, and which of the two CTRs you are quoting

Click-through rate is the share of impressions that produced a click: clicks divided by impressions. Meta reports several versions; two of them are the ones people quote. CTR (all) counts every click on the ad unit, including post likes, comments and shares, clicks to a Page or Instagram profile, and clicks that expand a photo or video to full screen; CTR (link click-through rate) counts only clicks that sent someone to the destination. The second is the one that matters for performance, the first is the one that looks better in a screenshot, and mixing them is the most common reporting error in paid social.

Formula

CTR = clicks ÷ impressions × 100. Both of those variants divide by impressions, not by reach. The reach-based figure is a separate unique metric, and quoting it as CTR inflates the number on any ad with meaningful frequency. On video, read it against hook rate rather than alone: CTR is measured across everyone the ad was served to, but only the people the hook kept ever saw the reason to click, so a low CTR on a low hook rate is an opening problem wearing a click problem's costume.

Worked Example

An ad delivers 84,000 impressions, 1,260 link clicks and 3,400 total clicks. Link CTR is 1.5%; all-clicks CTR is 4.0%. The same ad can be reported as either. If the hook rate on that ad is 15%, then 1,260 link clicks came out of 12,600 three-second plays, a 10% click rate among the people the opening actually kept, which is a different and more useful number than either headline figure.

What Admetra Can See of a Click

Your CTR is yours; nothing about it is public, and Admetra does not ingest ad accounts. What is public on every ad is the machinery around the click: which button the advertiser chose, where it points, and which beat of the video was built to earn it. That is what gets recorded, and it is the part you can copy from an ad that is not yours.