Google CTR: Click-Through Rate for Google Ads

Google CTR measures the percentage of people who saw your Google ad and clicked on it.

Formula

Google CTR = ( Google Clicks ÷ Google Impressions ) × 100

Formula Components

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

See all Google Clicks metrics →

Google CPC Google Conversions

⌘I

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics