CTR (Click-Through Rate)
The percentage of users who click on an ad or link after seeing it, calculated as clicks divided by impressions.
Full definition
CTR is a fundamental metric measuring how often people who see your ad or search result click on it. Calculated as: (Clicks ÷ Impressions) × 100. In paid search, a 2–5% CTR is considered typical but varies by position, keyword type, and ad copy quality. In display advertising, average CTR is much lower — often 0.05–0.3%. In email marketing, average CTR ranges from 2–5% depending on industry. High CTR is generally positive (engaging creative, relevant messaging) but must be evaluated alongside conversion rate — a high-CTR ad that generates no conversions is wasting spend. In Google Ads, high CTR positively influences Quality Score.
Real-world example
A Google search ad for 'emergency plumber London' achieves a 12% CTR because the ad copy emphasises '24/7 response' and includes a call extension — significantly above the category average of 4%.
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 amount an advertiser pays each time a user clicks on their ad.
Read definitionThe percentage of total available impressions your ads actually received, out of the total they were eligible for.
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