What is a good CTR for Facebook and Instagram ads?
Short answer
For e-commerce ads in India, a link click-through rate of around 1–2% is common, and anything consistently above 2% usually means the creative is resonating. CTR is a signal of creative strength, not a goal on its own.
A high CTR with low conversion often means the ad promises something the page doesn’t deliver. A low CTR with good conversion can still be profitable if the people who click are high-intent.
Pair CTR with thumb-stop rate (3-second video views ÷ impressions), cost per add-to-cart and cost per purchase to judge a creative fairly.
Want this solved for your brand? We'll audit your store, ads and tracking and send a written plan within 48 hours.
Answered by ScaleInbox · Reviewed by Shubham Vishwakarma, founder