Click-through rate, and whether you beat the benchmark
A click-through rate from a few thousand impressions is an estimate, not a fact. This gives you the rate, the range the true rate probably sits in, and the benchmarks it can and cannot be said to beat.
Click-through rate
0.80%
Likely true range (95%)
0.59% – 1.09%
Meta (Facebook / Instagram) benchmark
0.90%
WordStream / LocaliQ Facebook advertising benchmarks
Display / programmatic benchmark
0.05%
Nielsen Norman Group on banner blindness
Newsletter sponsorship benchmark
1.50%
Paved newsletter advertising marketplace
What this means
Your true click-through rate is most likely between 0.59% and 1.09%. A benchmark inside that range is one you cannot yet say you beat or missed.
How it works
CTR = clicks ÷ impressions. The range is a 95% Wilson interval, which stays honest at the small counts most small campaigns produce.
A benchmark is marked beaten only when the whole range sits above it, and missed only when the whole range sits below. Each benchmark names its source.