CTR is a pre-click constraint
CTR governs how many clicks you earn per 1,000 impressions. If it is too low, you cannot generate enough conversions to cover CPM even with a solid CVR and margin.
CTR target formula (quick)
Break-even CTR = CPM / (1000 * CVR * AOV * margin). Add a profit buffer if you want CTR targets that clear break-even.
Creative levers that move CTR
- Hook clarity in the first 1-3 seconds (or first line in search).
- Visual contrast and scroll-stopping patterns for the placement.
- Offer framing: what you get, for whom, and why now.
- Audience match: relevance beats novelty when targeting is broad.
Set realistic targets by placement
- Use placement-level CTR baselines (feed vs stories vs search).
- Start with P50/P75 historical CTR, not a blended average.
- If CTR targets are wildly above past performance, fix inputs first.
Decision rule: fix CTR or fix CVR
- If CTR is below target but CVR is strong, focus on creative and targeting.
- If CTR is strong but CVR is weak, focus on landing page and offer.
- If both are weak, test a new offer before scaling spend.