CTR rose. Sales did not.

CTR measures clicks as a share of impressions. It helps describe a response to an ad; it does not measure revenue or lead quality.

Where the difference gets lost

Check that the creative promise matches the page and product. A strong headline can attract people who are not a fit for the offer.

What to check

Connect clicks, page views, leads and purchases. Compare similar audiences and periods, and check for duplicate events.

Keep creative that helps the business attract suitable inquiries. A higher CTR is useful when the next funnel stages work too.