What is CTR (Click-Through Rate)?

CTR (Click-Through Rate) is the percentage of people who click on a link, ad or search result after being shown it — calculated as total clicks divided by total impressions, multiplied by 100.

The CTR Formula

CTR = (Clicks ÷ Impressions) × 100. For example, an ad shown 1,000 times that receives 30 clicks has a CTR of 3%.

Why CTR Matters

• In Google Ads, a higher CTR typically lowers your cost-per-click over time
• In organic search, a strong CTR signals to Google that your result is relevant
• It's a fast way to test which headlines or ad copy resonate with your audience

Want help putting this into practice? Our Google Ads team can walk you through it.