Overview
CTR, or click-through rate, is the percentage of people who click after seeing a piece of content or an ad. It is calculated as clicks divided by impressions, multiplied by 100.
On TikTok Shop, CTR signals how compelling a hook, product card, or ad is at getting viewers to take the next step toward a purchase.
How it works
If a video's product link is shown 10,000 times and gets 300 clicks, the CTR is 3%. A higher CTR means the content is doing a better job of converting attention into intent.
Why it matters
CTR is an early indicator of content quality. A strong CTR with weak sales points to a landing or pricing problem; a weak CTR points to the hook or offer. It helps you diagnose where a funnel is leaking.
How brands use it
Brands compare CTR across creators and content styles to learn which hooks and demos drive intent, then brief more content around what works.
