What is click-through rate?
CTR, or click-through rate, is recorded clicks divided by recorded impressions, usually expressed as a percentage.
CTR = clicks ÷ impressions × 100%. Keep clicks and impressions within the same reporting scope. A search-result impression and an ad impression follow their platform's measurement rules.
Two examples
In an illustrative search example, an article receives 500 impressions and 15 clicks: 15 ÷ 500 × 100% = 3%. An ad with 1,000 impressions and 20 clicks has a 2% CTR.
Both describe the relationship between exposure and clicking. Neither tells you whether the visitor purchased or whether acquiring that visitor was profitable. Those questions need conversion rates, customer quality and revenue evidence.
Combine counts, not group percentages
For Search Console totals, divide total clicks by total impressions. Groups with more impressions have more weight.
| Group | Clicks | Impressions | CTR |
|---|---|---|---|
| A | 10 | 1,000 | 1% |
| B | 10 | 100 | 10% |
| Combined | 20 | 1,100 | About 1.82% |
A simple average of 1% and 10% gives 5.5%, which is wrong for the combined counts. With impressions and no clicks, CTR is 0%. With zero impressions, the ratio cannot be calculated.
What can a lower CTR tell you?
Inspect the same queries and comparable periods, then consider position, device, title relevance and the results-page layout. Maps, ads and AI summaries can change the available choices.
A lower CTR does not, by itself, identify which factor caused the change. There is also no universal “normal” percentage across search ads and AI conversation ads: placement, intent and format differ.
CPC asks what a click cost. CTR asks what proportion of impressions generated clicks. Keep both separate from a completed business outcome.
Sources and scope
Source-language entry records a source check on 2026-10-14. This adaptation preserves that provenance and does not represent a new audit of the cited pages.