Definition: Click-through rate is the percentage of people who clicked a link in a post out of everyone who saw it.
Also called: CTR, link CTR
Updated October 10, 2026
CTR = link clicks ÷ impressions × 100Some platforms count every click (on the image, the profile, “see more”). For traffic, use link clicks only. For accurate numbers, tag the link with UTM parameters and read sessions in your analytics tool, because platform click counts and site sessions never match exactly.
Say clearly what people get by clicking, put the link where the platform rewards it (LinkedIn and Instagram often do better with the link in the first comment or bio), and use a clean preview image sized for the network.
A Facebook post has 8,000 impressions and 96 link clicks. CTR = 96 ÷ 8,000 × 100 = 1.2%.
UTM parameters are short tags added to the end of a URL (utm_source, utm_medium, utm_campaign and more) that tell analytics tools like Google Analytics where a visit came from.
The first comment is a comment the author posts on their own post straight after publishing, usually to hold a link, extra hashtags or a call to action.
Impressions are the total number of times a post was displayed on screen, counting repeat views by the same person.
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