Click-Through Rate
Click-through rate (CTR) is the percentage of people who click after seeing a link, ad, or listing: clicks divided by impressions.
What click-through rate is
Click-through rate, or CTR, is the percentage of people who click after seeing something: clicks divided by impressions, times 100.
It applies anywhere something is shown and clickable: search listings, ads, shopping feeds, emails, on-site banners.
Why CTR matters
CTR is the gate before conversion. Nothing on the page matters to people who never arrive.
In paid channels it also shapes cost, because platforms reward ads people find relevant with better placement and pricing.
Where CTR gets measured
- Search listings, organic and paid
- Shopping ads and product feeds
- Email subject lines and buttons
- On-site banners and recommendation blocks
Frequently asked questions
What raises CTR in search results?
A title that matches intent, a clear reason to choose you, and result enhancements like review stars that make the listing stand out from identical neighbors.
Is a high CTR always good?
Not when the click’s promise mismatches the page. Curiosity clicks bounce, and in paid channels they bounce at your expense.