Free CTR Calculator

Divide clicks by impressions and multiply by 100. Two hundred clicks from 10,000 impressions is a 2% CTR. The formula is identical whether you are measuring a search result, a display ad, an email or a button on a page.

It depends entirely on the channel. Google Search ads average around 3 to 5%, display ads often sit below 0.5%, email campaigns run 2 to 5%, and a top organic search result can exceed 25%. Compare against your own history rather than a global benchmark.

Position drives most of it. The first organic result typically earns 25 to 30% of clicks, the second around 15%, and it falls sharply after position five. If you rank third and earn 4%, your title and description are underperforming the position.

Usually something changed in the results page around you: an AI overview, a featured snippet, more ads, or a competitor rewriting their title. Search Console shows impressions holding steady while clicks fall, which is the signature of this problem.

Google has consistently said it is not a direct ranking factor, and click data is noisy enough to be easy to manipulate. What is not disputed is that a higher CTR at the same position brings more traffic, which is worth optimising for on its own terms.

Rewrite the title to lead with the benefit or the specific answer, match the phrasing to how people actually search, and make the description promise something concrete. Numbers, years and questions consistently outperform generic phrasing.

Whichever is further from its benchmark. A high CTR feeding a page that converts nobody just buys expensive bounces. If both look weak, fix the page first, because sending more of the wrong traffic to a broken page makes the numbers worse, not better.

CTR measures whether people clicked. Conversion rate measures whether they then did what you wanted. A campaign can have an excellent CTR and terrible conversion, which usually means the ad promised something the landing page does not deliver.

As a rough rule, a few thousand impressions before the number stops swinging wildly, and considerably more if you are comparing two variants. Judging a test on a few hundred impressions is how people convince themselves of differences that are not there.

Not if it is measured correctly. If you see above 100%, the tracking is double counting clicks or under counting impressions. Common causes are a click event firing twice, or impressions only being recorded when an ad is fully viewable.