Formula
CTR = clicks ÷ impressions × 100. An impression is each time your ad, post or page is shown; a click is when someone opens it.
Example
An ad with 25,000 impressions and 500 clicks has a 2% CTR: 20 clicks for every 1,000 times it was shown.
How to improve CTR
- A headline that names the reader’s problem, with a number or a clear benefit.
- An image that stands out in the feed and a direct call to action.
- In Google, a page title and description that use the words people search for.
- The right audience: showing an ad to people who don’t care pulls CTR down.
Frequently asked questions
What is a good CTR?
It varies a lot. Search ads often get 3% to 6%; display and social ads under 1% is normal. Compare with your own past campaigns.
Does a high CTR mean more sales?
Not by itself. CTR measures interest in the ad. To know if it makes money, check the <a href="/conversion-rate-calculator/">conversion rate</a> and <a href="/roas-calculator/">ROAS</a>.
Is Search Console CTR the same?
Yes: clicks ÷ impressions of your site in Google Search.
See also
Results are estimates for information only and are not financial, legal or medical advice. Rates, taxes and fees vary — confirm with a professional or your lender.