How to calculate CTR
CTR = (clicks ÷ impressions) × 100
Where CTR is used
- Search ads: a high CTR shows that the ad matches what people search for, and expected CTR is part of Google Ads Quality Score.
- Organic search: Google Search Console shows the CTR of each page and query, which tells you how well your titles and descriptions attract clicks.
- Display ads and email: CTR measures how well a banner or an email gets people to click.
What is a good CTR?
It depends on the channel and the position. Search ads often reach several percent, display ads usually stay well under 1%, and organic results get far more clicks in the top positions than further down. Compare your CTR with your own past results for the same kind of page or ad.
How to improve CTR
- Write titles and ad headlines that match the searcher’s words and intent.
- Give a clear reason to click: a benefit, a price, a number or a free offer.
- Use structured data and ad assets to make your result bigger and more informative.
- Target searches that fit what the page actually offers.
For AdSense publishers, CTR is the share of page views or ad impressions that lead to a click. Our AdSense calculator can estimate earnings from CTR and cost per click.
CTR example
If a page appears in search results 2,000 times in a month and gets 80 clicks, its CTR is 80 ÷ 2,000 × 100 = 4%. If a different title lifts clicks to 120 with the same impressions, the CTR rises to 6%.
CTR in Google Search Console
The Performance report shows impressions, clicks, CTR and average position for each page and query. CTR depends strongly on position, on the type of search and on what else appears on the page, so compare pages at similar positions. Pages with many impressions and a low CTR are good candidates for a better title and description. See impressions.
CTR in ads and email
- Search ads: expected CTR is part of Quality Score, so relevant ads can cost less per click. See Quality Score and cost per click.
- Email: click rate measures how many recipients click a link.
- Display and social ads: CTR is lower, so compare against your own history.
CTR mistakes
- Chasing CTR with misleading titles, which raises clicks but lowers trust and conversions.
- Comparing CTR between pages at very different positions.
- Ignoring what happens after the click.
CTR FAQs
Is CTR a ranking factor?
Google has not confirmed a simple CTR ranking factor. Treat CTR as a measure of how well your result attracts the right clicks.
What affects organic CTR?
Position, title, description, rich results, brand recognition and the other elements on the results page, such as ads and AI summaries.