What is a good clickthrough rate?

Google says a good CTR is relative to what you're advertising and on which networks. Compare a campaign's CTR with its own history and with similar campaigns rather than a single benchmark.

How do you calculate CTR?

Divide clicks by impressions. Google's example: 5 clicks from 100 impressions is a 5% CTR.

What is clickthrough rate (CTR)?

Clickthrough rate (CTR) is the share of people who click an ad or search result after seeing it, calculated as clicks divided by impressions.

GlossaryReviewed by Nicholas DiMoro

Learning objectives

After reading this article you will be able to:

Define and calculate clickthrough rate
Find CTR in Google Ads and Search Console

What is clickthrough rate?

Clickthrough rate (CTR) measures how often people click something after seeing it. Google Ads defines it as "a ratio showing how often people who see your ad or free product listing end up clicking it."

The formula is the same everywhere: clicks ÷ impressions. Google's example: "if you had 5 clicks and 100 impressions, then your CTR would be 5%."

Where does CTR appear?

Google Ads: every ad, keyword, and listing has its own CTR. Google says CTR "contributes to your keyword's expected CTR," one of the components of Quality Score.
Google Search Console: the Performance report shows CTR for organic search, defined as "the click count divided by the impression count." See what is Google Search Console.

Is a higher CTR always better?

Not on its own. Google says "a good CTR is relative to what you're advertising and on which networks." A high CTR on an ad that brings no booked moves still costs money. Judge ads by leads and booked jobs, with CTR as a diagnostic. See cost per lead vs. cost per click.

FAQs

What is a good clickthrough rate?: Google says a good CTR is relative to what you're advertising and on which networks. Compare a campaign's CTR with its own history and with similar campaigns rather than a single benchmark.
How do you calculate CTR?: Divide clicks by impressions. Google's example: 5 clicks from 100 impressions is a 5% CTR.