CTR calculator
Click-through rate is clicks divided by impressions. For video ads the number is only interpretable next to two others: the hook rate that decided how many people watched at all, and the median CTR for that placement, which differs by a factor of four between TikTok and Meta feed.
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The formula
CTR = (clicks / impressions) x 100
Check which CTR your platform is reporting before comparing anything. Meta reports both an all-clicks CTR, which includes profile taps and expansions, and an outbound CTR that counts only clicks that left for your site. They can differ by more than a factor of two on the same ad.
| Placement | Median video CTR |
|---|---|
| Meta Reels | 1.78% |
| Meta feed | 1.62% |
| TikTok | 0.84% |
| YouTube in-stream | 0.42% |
How to read the result
- TikTok's median CTR is roughly half Meta feed's while its hook rate is higher. Easier to stop the scroll, harder to move someone off the platform.
- Clicks per hundred three-second views is the more diagnostic figure: it removes the hook from the equation and measures the argument alone.
- A high CTR with a bad cost per result means you are attracting clicks from people who will not buy, which is a targeting or offer problem wearing a creative disguise.
What people get wrong
- Comparing an all-clicks CTR to an outbound-CTR benchmark.
- Comparing CTR across placements, where the medians differ by a factor of four.
- Judging the ad's argument on CTR without checking hook rate first: few clicks from few viewers is a different problem from few clicks from many viewers.
Frequently asked questions
What is a good CTR for video ads?
Around the placement median: 1.78 percent on Meta Reels, 1.62 percent on Meta feed, 0.84 percent on TikTok and 0.42 percent on YouTube in-stream, per our 2026 benchmark. Compare only within a placement.
Why is my TikTok CTR so much lower than Meta?
It is normal. TikTok's median video CTR is about half Meta feed's, while its hook rate is higher. Attention is cheaper there and clicks are dearer.
Should I use outbound CTR or all clicks?
Outbound, for anything that ends in a purchase or a signup. All-clicks includes profile taps and post expansions and will flatter an ad that sent nobody to your site.