Why are Quality Clicks sometimes lower for my winning headline?

Quality Clicks is just a breakdown of all the traffic that moved through a headline and not necessarily always an equivalent to compare to other headlines, especially if they’ve been served at drastically different rates. Remember that the Quality Click number is a percent of the click through rate percent.

That being said, the way to compare the volume of engagement between different headlines, is to look at the dark part of the bar (this is scaled to show all engaged clicks.)

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