How do you calculate CTR?

Clicks divided by impressions, times 100. 90 clicks from 3,000 impressions is a 3% CTR.

What is a good CTR for Google Ads?

Search campaigns often average 3% to 6%, varying a lot by industry. Your own past results are the best benchmark.

Where do I see CTR for my website in Google search?

In Google Search Console, under Performance. It shows clicks, impressions, CTR and average position for each page and query.

What is CTR (click-through rate)?

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Quick answer

CTR, or click-through rate, is the percentage of people who click something after seeing it: clicks divided by impressions. An ad shown 20,000 times and clicked 500 times has a CTR of 500 / 20,000 = 2.5%.

Last updated October 22, 2026

Updated October 22, 2026 · By Robert Breen

Why it matters

CTR shows whether a message matches what the audience wants. A low CTR on a search ad usually means the ad does not answer the search well; a low CTR on a search result can mean the page title is dull or misleading.

On Google Ads, CTR also affects cost. Ads that people click more get a higher Quality Score, which can lower the cost per click and improve position. A better headline can cut costs without touching the bid.

A worked example

A tax-preparation firm tests two search ad headlines for the keyword "small business tax help". Version A, "Professional Tax Services", gets 12,000 impressions and 216 clicks, a CTR of 1.8%. Version B, "Small Business Taxes Done in 5 Days, Flat Fee", gets 11,500 impressions and 483 clicks, a CTR of 4.2%.

Version B repeats the searcher’s words and adds a concrete promise. Over the next month, its higher CTR improves the ad’s Quality Score and the average CPC drops from $3.10 to $2.60. The firm pauses version A and starts a new test against B.

Often confused with

CTR vs conversion rate

CTR measures clicks out of views. Conversion rate measures sales or sign-ups out of visits. An ad can have a high CTR and still convert poorly.

Email CTR vs open rate

Email CTR is clicks divided by emails delivered (sometimes by emails opened, which is called click-to-open rate). Open rate is opens divided by delivered.

Search CTR vs display CTR

Search ads often reach 3% to 6%. Display and social ads often get well under 1%. Compare within a channel, never across.

Tips

Use the searcher’s words in the headline.
Add a specific number or promise: a price, a time or a result.
Test one change at a time with an A/B test, and give each version a few thousand impressions first.

Impressions CPC (cost per click)PPC (pay-per-click advertising)SEO (search engine optimization)

Learn it in a free lesson

The Marketing Funnel Explained, With a Worked Example (about 9 minutes)
PPC Metrics Explained: CPC, CTR, CPA and ROAS With Examples (about 11 minutes)

Questions about it

What is a good click-through rate?: A good CTR depends on the channel: search ads often get 3% to 6%, display and social ads well under 1%. How to judge yours against the…

Related in the AI glossary

A/B testing Email open rate and click rate Conversion rate

Frequently asked questions

How do you calculate CTR?: Clicks divided by impressions, times 100. 90 clicks from 3,000 impressions is a 3% CTR.
What is a good CTR for Google Ads?: Search campaigns often average 3% to 6%, varying a lot by industry. Your own past results are the best benchmark.
Where do I see CTR for my website in Google search?: In Google Search Console, under Performance. It shows clicks, impressions, CTR and average position for each page and query.

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