Compare

Put definitions side by side — internal vs external, or across platforms — to see exactly where they agree and where they don’t. Never combine metrics whose definitions materially differ.

Cross-platform presets: Clicks across ad platforms Impressions across ad platforms Reach across ad platforms Frequency across ad platforms Click-through rate across ad platforms

Presets:

Click-Through RateCTR (Google Ads)CTR (All) (Meta Ads)Average CTR (LinkedIn Ads)

Attribute	Click-Through Rate Internal	CTR (Google Ads) Internal	CTR (All) (Meta Ads) Internal	Average CTR (LinkedIn Ads) Internal
Origin	Internal	External · Google Ads	External · Meta Ads	External · LinkedIn Ads
Definition	Percentage of impressions that result in clicks.	The number of ad clicks divided by the number of impressions.	The percentage of impressions that generated a Clicks (all) interaction.	The percentage of chargeable clicks relative to impressions.
Unit	percentage	percent	percent	percent
Aggregation	ratio	ratio	ratio	ratio
Formula	Clicks / Impressions	Clicks / Impressions	Clicks (all) / Impressions	Chargeable clicks / Impressions
Includes	—	Google Ads clicks Google Ads impressions	Clicks (all) Impressions	Chargeable clicks Impressions
Excludes	—	—	—	—
Applicable dimensions / channels	—	—	—	—
Known limitations	—	CTR quality expectations vary by network, ad type, and advertiser.	Meta provides multiple CTR variants based on click type.	Chargeable-click rules depend on ad format and objective.
Comparability notes	—	Comparable only after click and impression scopes are aligned.	Do not compare CTR (all) with link CTR or Google Ads CTR without aligning click definitions.	Not directly comparable with all-click CTR variants.
Comparability to internal	Internal source of truth	Internal source of truth	Internal source of truth	Internal source of truth

AI interpretation

AI-generated · review before relying on it

Click-through rate inherits each platform's click definition (see Clicks), so a higher CTR on one platform may simply reflect a broader definition of a click rather than better performance.