CTR shows whether a post makes people want more than the feed gives them. It matters most for posts with a link: to a menu, a booking page or a product.
A low CTR with good engagement often means the post was enjoyed but the reason to click was missing or unclear. A clear call to action and a link that keeps the promise of the post raise it.
How it is counted
CTR = clicks ÷ impressions × 100%
Example
A post with a booking link was shown 5,000 times and clicked 150 times. Its CTR is 150 ÷ 5,000 = 3%.