CTR
CTR (click-through rate) is the share of impressions that resulted in a click.
In detail
In ads it signals whether the message matches the query, and it feeds quality assessment. In organic search it reflects how compelling the title and description are at a given position.
A high CTR on the wrong audience is not a win.
Example
50 clicks from 2,000 impressions is a 2.5% CTR.
Why it matters
It is the fastest indicator of whether messaging matches intent.
Common mistakes
- Optimising CTR with claims the landing page does not deliver.
- Comparing CTR across positions or query types.
Related questions
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Related terms
- Quality Score
Quality Score is Google Ads' 1–10 diagnostic of expected click-through rate, ad relevance and landing page experience.
- Meta Title
The meta title (title tag) is the page's title in the browser tab and, usually, the clickable headline in search results.
- Conversion Rate
Conversion rate is the share of visits or clicks that complete the action you care about.
Related questions
- How does Google Ads work?
You create campaigns targeting keywords, audiences or product feeds, and set a budget and bidding strategy. When someone searches, Google runs an auction.