CTR (Click-Through Rate).

CTR (Click-Through Rate, also click rate) measures how often users click on your link after seeing it. Formula: Clicks ÷ Impressions × 100. With 1,000 impressions and 50 clicks, the CTR is 5%. In the SEO context, CTR indicates how attractive your search result (title, meta description, URL) is. In Google Ads, CTR measures how persuasive your ad copy is.

What is a good CTR? That depends heavily on position and context. In Google Search, the first organic position achieves an average of 25–30% CTR, position 3 about 10%, position 10 under 3%. Featured Snippets (highlighted excerpts) often achieve 30–40% CTR. For Google Ads, a CTR of 2–5% for search network ads is considered good; below 1% should be optimized. A high CTR signals relevance to Google — and improves rankings for organic results.

Measures to improve CTR in SEO: Write meaningful, keyword-rich title tags (max. 60 characters), compelling meta descriptions with clear value propositions (max. 155 characters), use numbers and emojis sparingly for attention, and implement rich snippets (reviews, FAQ, how-to) for larger search result snippets. For Google Ads: test different ad formats, use all available assets, and optimize regularly based on data.