Call to Action
A prompt in an ad encouraging the viewer to take a specific action, such as 'Shop Now,' 'Learn More,' or 'Sign Up.'
What Call to Action means
A call to action (CTA) is the element of an ad that directs users toward the desired next step — clicking, purchasing, signing up, or engaging. Platforms provide standardized CTA buttons (Shop Now, Learn More, Sign Up, Download, etc.) and allow custom CTAs in some formats. Compliance considerations for CTAs include ensuring the CTA accurately represents what happens after clicking (misleading CTAs violate platform policies), matching the CTA to the landing page content, and avoiding urgency tactics that could be considered manipulative (e.g., fake countdown timers). Some regulated industries have specific CTA restrictions — for example, gambling ads may be prohibited from using CTAs like 'Bet Now' in certain jurisdictions.
Related terms
Ad Copy
The written text in an advertisement, including headlines, descriptions, and calls to action.
Landing Page Policy
Platform rules governing the destination pages that ads link to, including requirements for functionality, content, and user experience.
Clickbait
Sensationalized or misleading ad content designed to attract clicks through curiosity or deception, prohibited by most platforms.
Conversion
A desired action completed by a user after interacting with an ad, such as a purchase, sign-up, or download.