Overview
Click-through rate, abbreviated CTR, is the share of people who click after seeing a piece of content or an ad. It is measured as clicks divided by impressions, expressed as a percentage.
It is an early read on how compelling a hook, product card, or ad is at turning attention into intent on TikTok Shop.
How it works
If a product link is shown 10,000 times and earns 300 clicks, the click-through rate is 3%. A higher rate means the content is doing a better job of pulling viewers toward a purchase.
Why it matters
Click-through rate helps you diagnose a funnel. Strong clicks with weak sales point to a pricing or product-page issue; weak clicks point to the hook or offer. It tells you where to focus.
How brands use it
Brands compare click-through rate across creators and content styles to learn which hooks drive intent, then brief more content around what works.
