Click-Through Rate (CTR)

Click-through rate, or CTR, is the percentage of counted impressions that resulted in clicks. In Google Search Console, it is calculated by dividing clicks by impressions and multiplying by 100. If a page receives 20 clicks from 1,000 counted search impressions, its CTR is 2%. The metric can help compare how search results attract attention, but interpretation depends on the query, search appearance, position, and reporting context. A branded query may behave very differently from a broad service search. CTR can also be measured in ads or email, where impressions and clicks have different definitions. A high CTR does not prove the website produced qualified leads or completed jobs.