Term · Marketing & analytics
CTR (click-through rate)
CTR — click-through rate — is the percentage of people who click something after seeing it: an ad, a search result, an email link, a banner.
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Explained
CTR = clicks ÷ impressions × 100%
Where it is used
- Search ads: how compelling the ad is for the query; it also affects ad quality assessments.
- Organic search: how attractive your result is — influenced by title, description, position and rich results. Search Console shows it per query and page.
- Social ads: how well the creative stops the scroll.
- Email and messenger campaigns: how relevant the message is.
What it tells you
- Low CTR with good positions: the title, description or ad text does not match what people want.
- High CTR with low conversion: the promise attracts clicks but the landing page does not deliver.
What it does not tell you
CTR measures interest, not results. A clickbait ad can have a high CTR and bring nobody who buys. Judge campaigns by cost per customer and revenue; use CTR as a diagnostic. See advertising reports that matter.
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FAQ
Frequently asked questions
What is a good CTR?
It varies widely by channel, position and industry. Compare against your own history and similar campaigns.
Why did organic CTR drop while rankings stayed the same?
Often because the results page changed — new ads, maps or AI overviews above your result.