What Is Click-Through Rate?
Click-Through Rate is a marketing metric that shows how often people select an advert or search result after seeing it. The metric compares clicks with impressions, which are the times an item appears. A higher rate suggests stronger immediate engagement, but the result must be read alongside search intent, audience quality and conversions.
Quick Facts About Click-Through Rate
Category
Digital advertising metric
Used for
Assessing advert and search result engagement
Common confusion
Confused with conversion rate
Also called
CTR
Often discussed with
Google Ads Management
Key Takeaways About Click-Through Rate
- It measures response to an impression, not the quality of the resulting visit.
- Search term relevance and advert wording can change the rate.
- Click-Through Rate is not the same as conversion rate.
How Click-Through Rate Works
Click-Through Rate is calculated from clicks and impressions. An impression occurs when an advert or search result appears, while a click occurs when a person selects it. The resulting measure shows the share of viewed placements that produced a visit.
Related glossary terms: Bounce Rate, Search Intent, SERP.
In Google Ads, the rate can help separate advert engagement from later actions on the landing page. Search terms, advert relevance, position, wording and audience settings can all affect the result. A useful reading compares related campaigns or advert groups over a consistent period, then checks whether the resulting traffic takes the intended action.
Expert Note
When we manage Google Ads, we review Click-Through Rate alongside search terms, advert relevance and landing page behaviour. We look for changes that suggest stronger alignment between the searcher’s need and the advert message. We do not treat a high rate as proof of commercial success without checking the actions that follow.
Click-Through Rate in Practice: A Real-World Example
A local plumbing business runs a Google Ads advert for emergency leak repairs. The advert receives impressions and some users select it, so the Click-Through Rate records how effectively the advert turns those appearances into visits.
Related Services
Related Terms
Bounce Rate
Bounce Rate is a website engagement metric that describes the share of visits where a person…
Search Intent
Search Intent is the underlying purpose behind a search query, such as learning, comparing options, or…
SERP
A SERP is a search engine results page displayed after someone submits a search query. A…
Title Tag
A Title Tag is an HTML element that names a web page for search results and…
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