How to calculate CTR
Google Ads defines CTR as clicks divided by impressions, the number of times your ad was shown (Google Ads Help). The same formula works for a search result, an email or a social post.
Impressions | Clicks | CTR |
|---|---|---|
1,000 | 20 | 2% |
1,000 | 50 | 5% |
500 | 50 | 10% |
Where you see it
Google Ads and Meta Ads Manager show CTR for every ad. For organic search, Google Search Console shows the CTR of each page and query. A page with many impressions but a low CTR is often the quickest win: it already ranks, so a clearer title can bring more visitors.
How to improve a low CTR
- Write a title that matches the exact words people search.
- Promise one clear benefit in the description or ad text.
- Test two versions and keep the one that wins.
CTR is only the first step. A high CTR with no sales usually means the ad or title promised something the page does not deliver. That is why marketers read CTR next to conversion rate.