What Is CTR (Click-Through Rate)?
CTR (Click-Through Rate) is the percentage of people who click on a link, ad, or search listing after seeing it. It’s calculated as clicks divided by impressions, multiplied by 100.
Why it matters
CTR is a key performance indicator in both SEO and PPC. In paid search, a high CTR improves your Quality Score, which lowers your cost per click. In organic search, CTR reflects how compelling your title tag and meta description are — and a strong CTR relative to your ranking position signals relevance. Low CTR often means your messaging isn’t matching searcher intent.
Example
If your ad is shown 1,000 times (impressions) and gets 50 clicks, your CTR is 50 ÷ 1,000 × 100 = 5%. Improving the headline could push that higher without spending more on impressions.
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