Glossary · 3 chapters
CTR (click-through rate) explained simply.
Quick definition
CTR (click-through rate; German: Klickrate) is the percentage of users who click a search result or advert after seeing it. The formula is clicks divided by impressions, multiplied by 100. A high CTR indicates that your title or advert copy matches search intent and encourages users to click.
Overview
Your reading path
Jump directly to the chapter you need right now.
Section 01
Definition and formula: how to calculate CTR
CTR measures how often an impression results in a click. The formula is simple: CTR = clicks ÷ impressions × 100. For example, your advert is displayed 1,000 times and 50 people click it. That gives a CTR of 5 per cent.
Important: an impression means only that your result was displayed, not that someone consciously noticed it. CTR therefore shows how effectively your snippet or advert competes for attention.
Section 02
What is a good CTR?
The honest answer is that there is no universal threshold. Sector, search intent, keyword, position, device, advert format and target audience all affect the comparison.
Assess CTR against your own baseline and within comparable segments. A high click-through rate guarantees neither qualified leads nor revenue. Our Google Ads guide provides more context.
- Compare search adverts only with adverts from the same type of campaign
- Analyse branded and generic search terms separately
- Segment organic data by search query, position, device and page
- Always assess CTR alongside the quality and cost of conversions
Section 03
Improving CTR: the main levers
In organic search, the title and snippet can influence whether a result matches search intent. Write precisely, without clickbait or unsubstantiated promises. Creating effective snippets is part of the craft of search engine optimisation.
Advert copy should match the search intent and landing page. State a substantiated benefit and a clear call to action. Assets such as sitelinks can provide additional context, but they do not guarantee a fixed effect on CTR.
One more reality check: a high CTR alone does not pay the bills. If those clicks do not convert on the page, all you have is expensive traffic. CTR optimisation must therefore always be supported by conversion optimisation.
Read more