Click-through rate (CTR)

The CTR formula

CTR = (clicks ÷ impressions) × 100

Example: your service page appears in Google search results 2,000 times in a month and gets 80 clicks. 80 ÷ 2,000 = 0.04, so your CTR is 4%.

Where CTR matters for your website

• Google search results. Google Search Console shows impressions, clicks and CTR for every page and search term. A page that ranks well but has a low CTR is wasting visibility.
• Ads. CTR shows whether your ad copy matches what people are searching for.
• Emails. Link clicks show whether your message and offer land.
• On-page buttons. The share of page visitors who click your call to action is a CTR too, and an early warning before enquiries drop.

CTR and conversion rate are different

CTR measures the click. Conversion rate measures the action that matters, such as an enquiry. A clickbait title can raise CTR and still hurt the business if the page does not deliver. Always judge CTR alongside what happens after the click, including bounce rate and enquiries.

How to improve CTR from Google

1. Write specific SEO titles that match what people search for. Include the main term and a clear benefit.
2. Use the meta description to sell the click: who it is for, what they get and a reason to choose you.
3. Add structured data, such as FAQ or review markup where eligible, to stand out.
4. Find quick wins in Search Console: pages with many impressions but a low CTR are the best candidates for a rewrite.

How to improve CTR on your pages

• Make buttons specific about what happens next.
• Place them where decisions happen, not only at the bottom (see Fitts's law).
• Put social proof beside the button to reduce hesitation.

Related terms

• Conversion rate
• Call to action (CTA)
• Bounce rate
• UTM parameters

How WebManics can help

We use Google Search Console data to rewrite titles and descriptions for pages that should be getting more clicks, then make sure those visitors land on pages built to convert. Start with a free website conversion audit, or see how our CRO Growth Retainer improves both clicks and enquiries over time.