If you find you are getting a high CTR but a low completion rate, what could you do to improve it?

A high Click-Through Rate (CTR) indicates that your ad creative and call to action are effective at attracting user interest. However, a low completion rate after clicking suggests an issue with the next step in the user journey, which is typically a form. If the form is too long, confusing, or asks for unnecessary information, users will abandon it. Revising the form to be concise, clear, and easy to complete directly addresses this problem. Rethinking your strategy and going backwards in the funnel, revising your creative, or changing your CTA would be more appropriate if the CTR were low, as those relate to the initial engagement with the ad itself.