C
Glossary Term
Updated 03 Aug 2026
CTR (Click-Through Rate)
CTR (Click-Through Rate) — Click-Through Rate is the percentage of people who click on a link, ad, or search result after seeing it. CTR = (Clicks ÷ Impressions) × 100.
What is CTR?
Click-Through Rate (CTR) is a metric that measures the percentage of people who click on a specific link out of the total number of people who view it. The formula is: CTR = (Number of Clicks ÷ Number of Impressions) × 100.
CTR in Different Contexts
- SEO CTR — The percentage of search users who click on your organic listing. Average CTR for position 1 is approximately 27.6%
- PPC CTR — The percentage of ad viewers who click on your paid ad. Average Google Ads CTR is 3.17% across industries
- Email CTR — The percentage of email recipients who click on a link within the email. Average email CTR is 2.6%
How to Improve CTR
- Write compelling headlines and meta descriptions
- Use structured data for rich snippets in search results
- Include numbers, power words, and emotional triggers
- A/B test different ad copy variations
- Target high-intent keywords
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