Bucking conventional wisdom that click-through rates on Facebook are low, Vitrue said that assuming that one-twelfth of the total U.S. Facebook audience is on the site at a given time, its URL-tracking data show a click-through rate of 6.49%. The company acknowledged that guesswork was involved, as it isn’t always clear how many people are exposed to a link in a wall post when it is syndicated out in a news feed. Vitrue also factored in the number of people who are fans of a brand.
Vitrue CEO Reggie Bradford told AdAge.com:
If a site has 100 fans and your wall post gets five clicks, that’s a 5% CTR. But if you assume only about 20% of those folks actually saw the post, it’s really a 20% click-through rate.