Campaign Numbers
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CTR Calculator Guide
Click-through rate is the share of people who saw something and clicked it. This CTR calculator works it out from clicks and impressions, and shows how many impressions it takes to earn a single click.
CTR = (Clicks ÷ Impressions) × 100
1,250 clicks from 90,000 impressions is a 1.39% CTR.
What Counts as Good
It depends entirely on the channel, and comparing across them is meaningless. Search ads on high-intent keywords can run several percent, because the person went looking. Display ads often sit well under 1%, because nobody asked to see them. Email, organic search, and social all behave differently again.
CTR Is a Diagnostic, Not a Goal
A high CTR with no conversions usually means your ad promised something the page doesn't deliver. That's not success — you're paying for clicks from people who leave immediately.
A low CTR with strong conversions can be perfectly healthy. Your ad may be filtering hard, so only serious buyers click. That's often deliberate, and it's why judging an ad on CTR alone is a mistake.
Organic CTR in Search Results
CTR isn't just an ads metric. In Search Console it tells you how compelling your title and meta description are for the position you hold. If you rank well but nobody clicks, the problem is your snippet, not your ranking — and that's one of the cheapest fixes in SEO.
What Moves It
Position. The dominant factor in both ads and organic. Higher placements get clicked far more, regardless of copy.
Relevance. Matching the searcher's actual words matters more than clever wording.
Extensions and rich results. Sitelinks, review stars, and FAQ snippets all take up more space and pull more clicks.
Watch the Denominator
CTR is a ratio, so it moves when either number changes. A campaign whose CTR "dropped" may simply be reaching a broader audience — more impressions, same clicks. Always look at the raw numbers alongside the percentage.
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