CTR Calculator

Rough 2026 orientation: 0.9–1.6% for Meta prospecting feeds, 2–5% for non-brand Google search, 5–15% for branded search, 0.3–0.8% for Amazon Sponsored Products, and under 0.5% for display. Compare an ad against its own placement's norm and its own history — a falling CTR on a once-strong ad is the classic fatigue signal.

On auction platforms, yes, twice over. Mechanically, effective CPC = CPM ÷ clicks per 1,000 impressions, so more clicks from the same impressions directly cuts click cost. Platforms also reward expected engagement in ad rank — Google's Quality Score and Meta's quality rankings — discounting the auction price for ads people actually want to click.

The ad is writing checks the landing page can't cash. Usual culprits: clickbait creative attracting curiosity instead of intent, a price revealed only after the click, slow mobile load, or a mismatch between the ad's promise and the page's offer. Track CTR alongside conversion rate — you are buying customers, not clicks.

Creative fatigue is the default explanation: as frequency climbs, the same users see the same ad again and stop responding. Broadened targeting, new placements with weaker norms (Audience Network, display partners), and seasonal attention shifts also drag CTR. Check frequency first — past 3–4 on prospecting, refresh the creative rather than the bid.