Outbound CTR excludes on-platform engagement (likes, comments, profile clicks) and counts only clicks to a landing page, app store, or WhatsApp/Messenger destination. It's the more honest engagement metric for direct-response campaigns because it reflects actual intent to leave Meta and continue the funnel, rather than passive interaction with the post.
Agencies benchmark outbound CTR separately by vertical since baseline rates differ widely — nutra and crypto creative that leans into curiosity gaps often posts high overall CTR but a much lower outbound CTR if the copy doesn't clearly signal there's somewhere to click through to.
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