Click-Through Rate (CTR)
The percentage of people who see an ad or link and then click on it.
Full definition
Click-through rate is calculated as (clicks ÷ impressions) × 100. It's a key performance indicator for both paid ads and organic search results. In Google Ads, CTR directly affects Quality Score — ads with higher CTRs are rewarded with lower CPCs and better ad positions. In organic SEO, a high CTR in the SERP (relative to position) signals relevance to Google and can improve rankings. CTR is influenced by: ad copy and headline quality, relevance to the search query, use of ad extensions, brand recognition, and competitive landscape. Average CTRs vary significantly by industry, position, and campaign type.
Real-world example
An e-commerce brand improves its Google Shopping ad titles from generic product codes to descriptive titles including size, colour, and key features, increasing CTR from 1.2% to 3.8%.
Related terms
Google's system for determining the position and eligibility of ads in search results, based on bid, Quality Score, and other factors.
Read definitionGoogle Ads' 1–10 rating for each keyword reflecting the expected relevance of your ad and landing page to a user's search.
Read definitionThe percentage of users who click on an ad or link after seeing it, calculated as clicks divided by impressions.
Read definitionThe page displayed by a search engine in response to a query, containing organic results, ads, and features like Local Pack and Knowledge Graph.
Read definitionReady to apply this to your business?
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