CTR
The share of impressions that produced a click, which depends entirely on which clicks you count.
Clicks divided by impressions. The trouble is that Meta reports two click families, so it reports two click-through rates, and they are not close to each other.
Why it matters for HVAC
A local business collects a lot of non-link engagement. Neighbours, past customers, people who know your crew. All of it inflates the all-clicks figure and none of it is intent. An agency quoting a double-digit click-through rate on a contractor account is almost certainly quoting that one.
This is the second of the four tests on this site’s claim hygiene criterion, and the one most often failed without anyone intending to mislead, because the dashboard offers the flattering number first.
How it is measured
Anchor on the link click-through rate. If you quote the all-clicks figure for any reason, label it as all clicks including engagement in the same sentence. A useful tell: over long windows the two click counts can cross over because of different deduplication, and if you see that, the two are being mixed.
A worked example
Two ads. The first: 18% click-through, 1.1% link click-through. The second: 3% click-through, 2.4% link click-through. On the headline number the first looks six times better. On the number that predicts traffic, the second is more than twice as good.
These figures are invented to show the arithmetic. They describe no real business.
Where this is demonstrated
The Instant form campaigns pillar scores every listed agency on what they document here, and gives you the questions that tell you which one you are being sold.