> ## Documentation Index
> Fetch the complete documentation index at: https://docs.wisepilot.app/llms.txt
> Use this file to discover all available pages before exploring further.

# CTA Performance

> Analyze CTA effectiveness — view rates, click-through rates, conversion attribution, and the full funnel.

The CTA Performance report provides end-to-end visibility into how your calls to action are performing, from first impression through to booking.

Navigate to **Reports -> CTAs** to access this report.

## Attribution Funnel

The top of the report shows the full attribution funnel for the last 30 days:

```
GSC Impressions -> GSC Clicks -> Page Views -> CTA Views -> CTA Clicks -> Form Fills -> Contacts -> Conversations -> Bookings
     (GSC)          (GSC)         (GA4)        (plugin)     (plugin)      (GHL wh)     (GHL sync)   (GHL sync)      (GHL sync)
```

Each step shows:

* **Count** — total events in the period
* **Drop-off %** — percentage lost between adjacent steps
* **Source** — where the data comes from (GSC, GA4, Plugin, GHL)

Use this to identify where your funnel leaks. A large drop from CTA Views to CTA Clicks means your CTA copy or placement needs work. A large drop from Form Fills to Contacts means your form-to-CRM integration may have issues.

## Key Metrics

| Metric                       | What It Means                                  | Good Benchmark                      |
| ---------------------------- | ---------------------------------------------- | ----------------------------------- |
| **Views**                    | How many times the CTA was displayed on screen | Depends on traffic                  |
| **Clicks**                   | How many times the CTA was clicked             | —                                   |
| **View-to-Click Rate**       | % of views that became clicks                  | 2-5% is typical; >5% is strong      |
| **Conversions**              | Form submissions attributed to this CTA        | —                                   |
| **Click-to-Conversion Rate** | % of clicks that became form submissions       | 10-30% is typical for landing pages |

## Reading the Report

### Summary View

Below the funnel, the report shows aggregate CTA metrics:

* Site benchmark CTR
* Number of underperforming CTAs
* Messaging angles analyzed

### Underperforming CTAs

CTAs performing below your site's benchmark click rate are flagged. The table shows:

* Asset name and CTA headline
* Current click rate vs. benchmark
* Performance gap percentage
* View volume (30d)

### By Position

Break down performance by CTA position to find your most effective placement:

| Position                  | Typical Behavior                                                       |
| ------------------------- | ---------------------------------------------------------------------- |
| **Above the fold (abtf)** | Highest view count, moderate click rate — users see it first           |
| **Exit intent**           | Lower views but often higher click rate — catches users about to leave |
| **Footer**                | Steady views from readers who finish the content                       |
| **Sidebar**               | Persistent visibility, lower click rates                               |

### CTA Performance by Messaging Angle

Ranks your messaging hooks, angles, and offers by CTA performance. Shows which messaging dimensions drive the highest click-through rates across your CTAs.

## CTA-Nurture Alignment

The bottom section connects CTA performance to downstream nurture sequences:

* **CTA -> Nurture path** — Which nurture sequence do leads enter after clicking each CTA?
* **End-to-end conversion** — From CTA click through nurture completion to conversion
* **Drop-off analysis** — Where leads fall out of the funnel after clicking

If a CTA has strong clicks but the downstream nurture has poor conversion, the issue is in the follow-up — not the CTA itself.

## Improving CTA Performance

<Tip>Start with your highest-traffic pages. A 1% improvement in CTA click rate on a page with 10,000 monthly views is worth more than a 5% improvement on a page with 200 views.</Tip>

**Low view-to-click rate:**

* Test different button text (action-oriented verbs: "Start", "Get", "See" vs. generic "Learn More")
* Try a different offer — does this audience want a demo, a guide, or a free trial?
* Check that the CTA is visible without scrolling (above the fold)
* Ensure the CTA copy matches the page content and user intent

**Low click-to-conversion rate:**

* Check the landing page — does it deliver on the CTA's promise?
* Simplify the form — fewer fields means more completions
* Verify `cr_attrib` is passing through (check [Data Quality](/optimization/data-quality))

**Large funnel drop-offs:**

* CTA Views -> Clicks: CTA copy, design, or placement issue
* Clicks -> Form Fills: Landing page or form friction
* Form Fills -> Contacts: Check GHL webhook and `cr_attrib` passthrough
* Contacts -> Bookings: Nurture sequence or sales process issue