Digital Lexicon Hub

The percentage of eligible impressions that produced a click, calculated as clicks divided by impressions multiplied by 100.

CTR shows how relevant an ad, search result or email is to the audience that saw it, and in auctions such as Google Ads it feeds into quality assessments that affect cost and position.

A search ad receives 25,000 impressions and 750 clicks. Its CTR is 750 divided by 25,000, multiplied by 100, or 3%. The team tests a new headline and compares CTR at similar ad positions.

High CTR does not mean conversions or revenue; clickbait copy can raise CTR while lowering lead quality. Benchmarks vary widely by channel, position, device and industry, and accidental or invalid clicks inflate the rate.

CTR equals clicks divided by impressions, multiplied by 100. Its value depends on how each platform defines an impression and a click, for example whether a search impression requires the result to be scrolled into view. In organic search, Search Console reports CTR per query and page, while ad platforms report it per ad, keyword and placement.