Click-through rate (CTR)
Also called CTR, clickthrough rate
What is click-through rate?
Click-through rate (CTR) is the percentage of people who click on a link, ad, button or search result after seeing it. It is calculated by dividing clicks by impressions and multiplying by 100. CTR measures how well a headline, image, thumbnail or call to action earns a click from the people who saw it.
CTR is reported almost everywhere: ad platforms, email tools (often as click rate), Google Search Console, and YouTube, where thumbnail CTR shows how often an impression turns into a view.
A high CTR is good only if the clicks are relevant. A misleading headline can raise CTR while lowering conversion rate and annoying the people who clicked. The goal is the right clicks, not just more of them.
Why click-through rate matters
CTR is the bridge between being seen and getting results. A post or ad can reach many people, but if nobody clicks, no one reaches your site or offer. It is often the first metric to improve when traffic is low.
On ad platforms, CTR can also affect cost. Ads that people engage with are generally treated as more relevant, which can lower what you pay for each click, so creative that earns clicks saves budget too.
How to calculate and improve CTR
Divide clicks by impressions and multiply by 100. To improve it, test stronger headlines, clearer thumbnails and images, a specific call to action and better audience targeting. Compare CTR only between similar placements, because rates differ a lot between search, social, email and display.
Click-through rate example
CTR = (clicks / impressions) x 100
Example: 84 clicks / 6,000 ad impressions
= 0.014 x 100 = 1.4% CTRClick-through rate FAQ
What is a good click-through rate?
It varies by channel, industry and placement. Search ads, social ads, emails and display banners all have very different typical ranges, so compare against your own results in the same placement.
Why is my CTR high but conversions low?
Usually the ad or headline promises something the landing page does not deliver, the page is slow or confusing, or the targeting reaches curious people who are not ready to buy.
Related terms
Conversion rate is the percentage of people who take a desired action, like buying or signing up, out of everyone who could have.
Impressions are the total number of times content was shown on screen, counting repeat views by the same person. Reach counts people.
A headline is the main line of text at the top of a post, ad, page or article, written to grab attention and make people read on.
A video thumbnail is the still image shown before a video plays. It works like a cover and strongly affects whether people click or tap.
CPC, or cost per click, is what you pay on average each time someone clicks your ad. It equals ad spend divided by the number of clicks.
A call to action (CTA) tells people exactly what to do next, such as Shop now, Book a class or Save this post. It turns attention into action.