Click-Through Rate (CTR) is the percentage of people who click a link, ad or search result after seeing it — calculated as clicks divided by impressions.
CTR = (Clicks ÷ Impressions) × 100
If an ad is shown 10,000 times and clicked 200 times, its CTR is 2%.
CTR measures how compelling and relevant your message is to the people who see it. In PPC, a higher CTR usually means a better quality score and a lower cost per click. In organic search, a strong CTR on a ranking page means your title and description are earning the click.
It varies by channel, placement and intent — a branded search term earns a far higher CTR than a cold display ad. Track your own baseline and improve it with sharper headlines, relevance and targeting, rather than chasing a universal number.
It depends heavily on the channel and intent. Branded and high-intent search terms see much higher CTRs than cold display ads. Compare against your own history and similar placements rather than a single benchmark.
Write sharper, more relevant headlines and descriptions, target the right audience, match the message to the search intent, and test variations to find what resonates.
CTR reflects how compelling your title and meta description are on the results page. Earning more clicks from your existing rankings brings more traffic, and relevance signals matter, though Google weighs many factors.
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