CTR Calculator
Work out click-through rate from impressions and clicks, the clicks needed for a target CTR, and compare with Google averages.
Click-through rate
Runs in your browser. Impressions and clicks from Search Console, Ads, email or social reports.
- Impressions
- —
- Clicks
- 0
- One click per
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What the CTR Calculator does
Click-through rate is clicks divided by impressions, expressed as a percentage: how often the people who saw a listing, an ad or a link actually clicked it. It is the metric that tells you whether a title and description are doing their job, separately from how often the page is shown. A page with 10,000 impressions and 200 clicks has a 2 percent CTR; rewriting the title to lift that to 4 percent doubles the traffic without a single ranking change.
This calculator has three modes. Enter impressions and clicks to get the CTR and the clicks per 1,000 impressions. Enter impressions and a target CTR to see how many clicks you need, and how many more than today. Or enter your average position from Search Console together with the CTR, and the tool shows how you compare with the industry average for that position, with the whole position 1 to 10 curve for context. The averages are approximate figures compiled from large published CTR studies; your own numbers depend on the query, the SERP features above you and the device mix, so treat them as a reference rather than a target.
Everything is calculated in your browser as you type; nothing is stored or sent anywhere.
Step by step
- 01Choose a mode: CTR from clicks, clicks needed for a target CTR, or compare with Google by position.
- 02Type the impressions and clicks from Search Console, Google Ads, an email report or a social dashboard.
- 03Read the CTR and, in reverse mode, the number of extra clicks a better title would have to earn.
- 04In the comparison mode, enter the average position for the query or page and see whether you are above or below the typical CTR for that spot.
Common questions
It depends almost entirely on position. Across published studies the first organic result averages somewhere between 25 and 40 percent, position three around 10 percent, and anything on the second page under 1 percent. Branded queries run far higher and queries with a featured snippet or many ads above the results run lower. Compare a page with its own history and with the average for its position, not with a single global figure.
Average position is an average across all queries and all days, so "position 1" often mixes a few first-place queries with many lower ones. Images, videos, shopping and People Also Ask boxes also take clicks without counting as positions. Filter to a single query to get a cleaner number.
Google has said it does not use CTR directly as a ranking signal, although it does use aggregated interaction data to evaluate search quality. Treat CTR as a measure of how well your snippet sells the click rather than as a lever on rankings.
They are rounded industry averages for organic desktop and mobile results, in the range reported by the large CTR studies published by Advanced Web Ranking, Backlinko, Sistrix and First Page Sage in 2023 and 2024. Those studies differ by several points at each position, so the table shows the centre of the range, labelled as an approximation.
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