> For the complete documentation index, see [llms.txt](https://docs.adalysis.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.adalysis.com/tools/audit/prebuilt-alert-list/ads/ads-with-a-falling-ctr.md).

# Ads with a falling CTR

Alert name: Ads with a falling CTR

Adalysis will alert you if your ads' click-through rate (CTR) drops consistently without a change in search position. This gives you the chance to analyze the results and make changes.

You'll see the alert on your **Audit alerts** screen. Click it for a list of affected ads and CTR metrics.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FekmBhbhk5szUiICkr3pO%2Fimage.png?alt=media&amp;token=a946428b-b28e-403e-b098-0a3ec4893f08" alt=""><figcaption></figcaption></figure>

### Customizing your alert

By default, Adalysis will check for ads with a CTR decrease of over 30%. It compares the last seven days to the last 30 days.

You can set your own minimum thresholds under **Audit** > **Audit settings** > **Prebuilt** > **Ads**.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FDTwNQscnfovLxJBJEqCu%2F%7BD84B9B33-D057-4906-A39B-FF11490D98CE%7D.png?alt=media&amp;token=804a898a-50f0-49ab-869b-3610c003149c" alt=""><figcaption></figcaption></figure>

To improve the CTR of your ads, we recommend reviewing the affected ad groups to ensure the ad copy is engaging and relevant for recent search terms. You could also consider the following causes:

* Your ads are being shown for new search terms that are less relevant than previous ones.
* Changes in targeting mean the ads are reaching a less relevant audience.
* Competition from other advertisers who have better ad copy and are winning more clicks.
* Recent changes to the ad copy could have affected the ads' effectiveness.