Industry terms

Click-through rate

Click-through rate (CTR) is the share of people who clicked a link out of everyone who saw it, written as a percentage.

Also called: CTR, click rate

By Aulto · Last reviewed 23 Oct 2026

How is it worked out?

Clicks divided by the number of people who saw it (impressions, or delivered emails), times 100. 50 clicks from 1,000 views is a 5% CTR.

How clear and specific the ask is, where the link sits, and whether the person can act in one tap.

A story with a link sticker gets 3,000 views and 150 taps: a 5% click-through rate.

Conversion rate
Conversion rate is the share of people who did the thing you wanted, like pre-saving, signing up or buying, out of everyone who reached the page.
Attribution
Attribution is working out where a click, sign-up or sale came from, so you know which post, channel or campaign actually worked.
UTM parameters
UTM parameters are short tags added to the end of a link that tell your analytics where a click came from, such as Instagram, WhatsApp or an email.
Deep link
A deep link opens a specific screen inside an app, like a song in the Spotify app, instead of a web page.
In-app browser
An in-app browser is the built-in browser that opens when you tap a link inside apps like Instagram or Facebook, instead of your phone's normal browser.
Landing page
A landing page is a web page made for one action, like signing up, pre-saving or buying, that people land on from a link, ad or post.

Smart links, pre-saves, bio pages and Reply Drop for Instagram, in one place.