What is CTR?
The percentage of viewers who clicked through to the destination after seeing an ad. For UGC ads in 2026, healthy CTR (all clicks) is 2% or higher. 1-2% is worth investigating. Below 1% means the ad body lost the viewer who was earned by the hook.
CTR is calculated as link clicks divided by impressions. For UGC ads, low CTR with healthy 3-second view rate usually means the demo beat (seconds 7-22) failed to deliver on the hook's promise. The fix is to ensure the demo shows the product specifically (not generic), cut feature lists in favor of one specific outcome, and add b-roll cuts to break up pure talking-head. CTR also depends on platform: TikTok CTR runs lower than Meta CTR on the same creative because TikTok viewers are more passive scrollers, so what counts as 'healthy' shifts by channel.
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