Google CTR measures the percentage of people who saw your Google ad and clicked on it.
| Metric | Definition |
|---|
| Google Clicks | Total number of clicks on your Google ads |
| Google Impressions | Total number of times your Google ads were displayed |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Google Ads |
| Aggregation | Ratio |
Example
A home goods store ran Google Search ads during a spring sale promotion:
| Campaign | Impressions | Clicks | CTR |
|---|
| Spring Bedding Sale | 45,000 | 1,800 | 4.00% |
| Outdoor Furniture | 32,000 | 960 | 3.00% |
| Kitchen Appliances | 28,000 | 560 | 2.00% |
How It Works
CTR is calculated by dividing clicks by impressions and multiplying by 100. Higher CTR signals your ad copy and targeting resonate with your audience. Google uses CTR as a key factor in Quality Score, which affects ad rank and cost-per-click.
When to Use
| Scenario | Action |
|---|
| Low CTR on search campaigns | Test new ad headlines and descriptions |
| CTR varies by device | Adjust bids or create device-specific ads |
| High impressions, low clicks | Refine keyword targeting or audience |
| Comparing ad variations | Use CTR to identify winning creative |
| Metric | Relationship |
|---|
| Google Clicks | Numerator in CTR calculation |
| Google Impressions | Denominator in CTR calculation |
