Click-Through Conversion
What is CTC?
A click-through conversion occurs when a user clicks on your ad and then completes a conversion action (purchase, sign-up, lead submission) within a specified attribution window. Click-through conversions are considered the most reliable attribution signal because they represent a direct, measurable interaction between the user and your ad before converting. They are the primary metric for performance-focused advertising.
Example
A user clicks on a Facebook carousel ad for kitchen appliances and lands on the product page. They browse for a few minutes but leave without purchasing. Three days later, they return directly to the website and complete the purchase. With a 7-day click attribution window, this purchase is attributed as a click-through conversion to the original Facebook ad.
Industry Benchmarks
| Platform / Segment | Value | Note |
|---|---|---|
| Default Window (Meta) | 7 day click | Standard attribution window |
| Share of Attributed Conversions | 50% – 80% | Primary conversion source |
| Average Click-to-Convert Time | 1 – 3 days | Most convert within 24 hours |
| Click-to-Purchase (E-commerce) | 5% – 15% | Of those who click, this % buys |
Standard attribution window
Primary conversion source
Most convert within 24 hours
Of those who click, this % buys
Benchmarks are approximate averages and vary by industry, targeting, season, and geography.
Optimization Tips
- 1
Use 7-day click as your primary attribution window for performance campaigns, it captures the majority of click-based conversions.
- 2
Compare 1-day click vs. 7-day click to understand your conversion delay. If most conversions happen within 24 hours, consider shortening your window.
- 3
Click-through conversions are less affected by iOS privacy changes than view-through, making them more reliable for optimization.
- 4
When evaluating campaign performance, weight click-through conversions more heavily than view-through for decision-making.
Frequently Asked Questions About CTC
Track Your CTC in Real Time
Adship gives you a unified dashboard to monitor CTC, optimize campaigns, and improve performance across Meta and TikTok.