Asif Anwar is a Search, Social, & Internet Marketing Consultant/Specialist working in Bangladesh (In Indian Subcontinent aka South Asia). Professionally consulting and helping small businesses on Search Engine Optimization (SEO) since 2003 and actively learning about Search Marketing trends from 2001. Passionate about SEM (Search Engine Marketing), SMM (Social Media Marketing), and PPC (Pay Per Click).
I’ve been going through many results for the keyword Like Through Rate (LTR) in Google, but did not find any good article that could explain a bit. Though many people have claimed to have invented it, so I’m not really the first. But, trying to give more lights to it.
Click Through Rate (CTR)
Before we go to LTR, those of you who don’t know what CTR or Click Through Rate is, here is the formula:
CTR = (Number of Clicks / Number of Impressions) X 100
This denotes the percentage of impressions that generated clicks. Impressions are the number of times the ad is shown. So, CTR is a percentage value that can show you how effective your ad was, in terms of the number of impressions shown. This is a quality factor for ads. Because, a high CTR e.g. 70% means your ad was so good that 70% of the ads shown, encouraged people to click; and a low CTR e.g. 30% means you ad was so bad that 70% of the ads shown, were never clicked.
What Happens Beyond Clicks?
But, what happens beyond Clicks in social media advertisement? Clicks are not the major factor when your main goal is to get more likes as possible. And doing it for least cost is also a concern.
The effectiveness of the ads ends, when someone clicks your ad. So, CTR is not responsible for what happens afterwards. People come through clicks and if they like your posts, then they like your page and if your post are crappy, they bounce away from the page. Like is a next level of call to action after clicks. So, what’s the quality factor here?
Like Through Rate (LTR)
It’s the Like Through Rate that indicates how good are your Page’s posts. LTR is the quality factor in work after clicks are generated. If you have very interesting posts for your target audience, then the most number of clicks will turn into likes. And the way to measure it is by LTR. So, here goes the formula:
LTR = (Number of Likes / Number of Clicks) X 100
Like CTR, Like Through Rate or LTR is a percentage of Clicks that turned into likes. If you have a high LTR e.g. 70%, it means that you page was so likebale that 70% of the people that clicked, liked your page. Likewise, a low LTR e.g. 30% means that your page’s post are so bad that 70% of the people that clicked on you ad did not find your page interesting.
How Like Through or LTR Can Be Helpful?
- LTR tells you how good your page’s posts are. If you have a high LTR, then you have a very interesting page for your target audience. You might have very bad CTR, but a high LTR is surely a winner.
- Increasing your LTR can also decrease your cost of advertising in Facebook and other social media. Beause, a high LTR means you are getting more likes for the same cost for clicks.
- Ater hosting an ad campaign, if you find that your LTR is low (Usually below 60%), it can be a sign that your page is not ready either for public or for your taget audience.
- Sometimes the LTR depends on your target audience. You might see different LTR for different audiences. So, you can tell which audience to target and which not to.
- Well, if you are optimistic about the audience that generate low LTR, then you can take measures to tailor posts that can encourage the low LTR audience to generate better LTR.
- With that in mind, if you run a campaign for specific niche audience and still see low LTR, it clearly tells you that your campiagn is not working. You need change. And vice versa.
Most of the Social Media Marketing (SMM) strategies evolve around increasing LTR for your page. Starting from increasing likes to increasing engagements, all are related to LTR. And how to increase your Like Through Rate (LTR) is another topic and I might put light on that later as well. But, the definition needed to be cleared out.