Also known as: Click-through rate, Click rate
The percentage of people who click a link or CTA after seeing a post or ad — a key KPI for lead-gen and e-commerce campaigns.
Formula: (clicks / impressions) × 100%. Benchmarks: organic Instagram link-in-bio 0.5-2%, paid Meta ads 1-3% on average, paid LinkedIn 0.5-1%. A low CTR with high engagement usually means the content is appealing but the CTA is weak.
A client has an Instagram bio link CTR of 0.3% (low). The agency tests new bio copy with an explicit CTA "Order via the link" → CTR rises to 1.1%. 3.7x more clicks on the same follower base.
A measurable value that shows how well a specific goal is being met — for social media that could be engagement rate, reach, follower growth or click-through rate to the website.
A direct prompt to act within a post — for example "Click the link in bio", "Send a DM", "Order now" — that pushes the reader toward a specific action.
ROAS is the ratio between revenue and ad spend — usually expressed as a multiple: a ROAS of 4 means every €1 of ad spend generates €4 in revenue.
A measurable value that shows how well a specific goal is being met — for social media that could be engagement rate, reach, follower growth or click-through rate to the website.
Reach is the number of unique people who saw a post; impressions is the total number of times a post was shown, including multiple views by the same person.
CPM is the cost to show an ad 1,000 times — a key metric for judging the efficiency of paid social media campaigns, independent of conversions.
ROAS is the ratio between revenue and ad spend — usually expressed as a multiple: a ROAS of 4 means every €1 of ad spend generates €4 in revenue.
The number of new followers an account gains over a given period — an important but context-sensitive KPI, because follower quality matters more than quantity.
Systematically tracking and analysing what is said online about a brand, industry or competitor — to spot trends, opportunities and problems early.
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