CTR in VK Ads 2026
Average CTR 0.85%. By format - from 0.45% in advertising records to 1.8% in Clips. The difference is 4 times, and this is not about the setting - it’s about the nature of the format.
what is included in this figure
CTR (click-through rate) = (clicks ÷ impressions) × 100. Share of impressions ads that turned into clicks. More details in CTR glossaries.
In VK Ads, CTR is the main metric at the start of a campaign. She's straight affects the cost of display: the VK algorithm reduces CPM for ads with a high CTR (that is, “they click often - we turn more often and cheaper"). Over a long distance it is more profitable to have creative with CTR 1.5% and CPM 200 ₽ than CTR 0.6% and CPM 350 ₽.
The main thing in VK Ads is CTR is highly dependent on format placement. The same creative in the carousel will give 1.4%, and in a text-graphic banner - 0.5%. This is not about setting, this is about the nature of the format: the carousel is more visible, in the feed longer, clicks are more likely.
What not included in the average figure:
- CTR on retargeting. On "cart abandonment" CTR reaches 5–8% - but this is a hot audience, it’s impossible compare with cold. I calculate CTR for cold segments (interests, LAL).
- Community CTR vs Ad CTR. In the office they show both numbers, they are different. I think “Ad CTR” is what really affects CPM.
- Mobile vs Desktop. Mobile CTR usually 30–50% higher than desktop - smaller screen, ad takes up more space. I take a mixed one - just like in the office.
CTR table by VK Ads formats
| Niche | Top 25% (higher) | Median CTR | Weak (lower) |
|---|---|---|---|
Carousel (3-10 product cards) Ad CTR | 1.8% | 1.2% | 0.6% |
Universal (Stories + Feed) Ad CTR | 1.2% | 0.8% | 0.4% |
Video clip (15-30 sec) Ad CTR | 1.6% | 1.0% | 0.5% |
Text-graphic banner Ad CTR | 0.9% | 0.5% | 0.2% |
Advertising posts in communities Ad CTR | 0.7% | 0.4% | 0.2% |
Advertising in Clips (vertical video) Ad CTR | 2.8% | 1.6% | 0.7% |
Clips (1.8% median) - the most clickable format of VK Ads in 2026. This is a vertical video that catches attention in the stream content, analogous to TikTok advertising. Carousel (1.4%) - stable in the top, especially for e-com - several products in one ad.
Video clip (1.1%) and universal (0.9%) - average level. Text-graphic banner (0.6%) and advertising of posts in communities (0.45%) bring up the rear. Advertising records - old format, the audience is used to it and skips it.
how it changes over time
Over three years, the average CTR in VK Ads has increased by about 25–30%:
- 2024: average CTR 0.65%. Office more tweaked ML after switching to the new VK Ads platform (from myTarget).
- 2025: 0.75%. The clips were launched as a separate format, the average CTR has increased due to them.
- 2026: 0.85%. ML targeting has become more accurate advertisers have switched to dynamic creatives en masse (UGC, situational videos).
An increase in CTR does not mean “advertising is getting cheaper.” CPM for the same period increased by 40–50%. Competition for attention is growing creativity only survives if it hits the audience's pain from the first two seconds.
what does your CTR mean in context?
CTR is higher than good (for example, 2.5% in the carousel). Good sign, but check two things. The first is whether they click really to the point, or “random” clicks (especially on mobile feed where people scroll and touch the banner). Second - conversion to target action. CTR 3% with CR 0.3% - click out of curiosity, not out of intention to buy.
CTR is around the median. You're in the market. Next you look at CPC and CPL - these are the final metrics, CTR is intermediate. If the CPC is high with an “average” CTR, it means the auction is hot or the quality index is low.
CTR is lower than bad (for example, 0.15% in the carousel). The problem is almost always creativity. Check three things. First - the title and the first frame (for video) are included to the pain of the audience? Second, targeting is not “too broad” (all Russia 18–55, no filters)? Third - creatives are not burned out - the format worked for more than 4-6 weeks without replacement. On LAL of fresh audiences, CTR is usually 1.5–2 times higher.
sources and methodology
- 6 of my projects 2024–2026 - data by carousel, video, universal format.
- Correspondence with 12 colleagues in performance — data on Clips, advertising of recordings and text-graphics banners, where I have less experience.
- Open reports VK Ads for Q1 2026 and case studies published on habr.ru and vc.ru.
Method: For each format 4–6 sources, median and quartiles Anomalies (CTR above 8% or below 0.05%) are rejected - This is usually retargeting or broken statistics.
The numbers do not constitute financial advice. CTR is diagnostics, not KPIs. KPI is calculated based on the following metrics: CPL, CPA, ROAS.
related metrics and tools
- CPC in Yandex Direct 2026 — median 38 ₽ in Search. CTR in VK works according to the same auction logic.
- Landing page conversion 2026 — median 2.5%. CTR is step 1 of the funnel, CR landing is step 2.
- CPL in B2B 2026 — median 5500 ₽. Total cost per lead after all steps funnels.
Calculators: CPA calculator, CPL calculator, ROAS calculator.
On the blog: VK advertising 2026, landing page 2026, channel attribution 2026. In the glossary - CTR, CPC, look-alike.