The CTR formula
CTR = clicks ÷ impressions × 100. 320 clicks from 12,500 impressions is a 2.56% CTR. The same formula works for search ads, organic results in Search Console, display ads and email links.
Organic CTR and AI Overviews
In organic search, CTR depends heavily on position: the first result takes a far larger share of clicks than the fifth. It also depends on what sits above you. When Google shows an AI Overview for a query, organic results below it tend to get fewer clicks, even at the same rank.
That makes a sudden CTR drop at a stable position a useful warning sign. It often means the results page changed, not your page. Check whether an AI Overview, a featured snippet or new ads appeared for the query before you rewrite anything.
How to improve CTR
For organic results, write titles that match the searcher's exact intent, put the number or outcome they want up front, and keep them under about 60 characters so they are not cut off. For ads, test headlines against each other and use every relevant ad asset. In both cases, compare CTR only within the same query or audience; averages across different intents hide more than they show.
Frequently asked questions
How do you calculate CTR?
Divide clicks by impressions and multiply by 100. 320 clicks on 12,500 impressions is a 2.56% CTR.
What is a good CTR?
It varies by channel and position. Search ads often average 3% to 6%, display ads under 1%, and organic results range from under 1% to over 30% depending on rank.
Why did my CTR drop when my ranking did not?
The results page probably changed. An AI Overview, featured snippet, video carousel or new ads above you can pull clicks away at the same position.
Is my data stored?
No. The calculator runs in your browser only.