Click-through rate is clicks divided by impressions, multiplied by 100 to express a percentage.
A practical example
An advert shown 10,000 times and clicked 300 times has a CTR of 3%.
What to watch for
Compare like-for-like placements, audiences and search positions. A high CTR can still attract unsuitable visitors or unprofitable enquiries.
Related reading
Explore Cost Per Click (CPC) and Search Engine Results Page (SERP). Try our break-even ROAS calculator for a practical next step. See how this fits into Paid advertising.