Click-through rate: what is CTR and how is it calculated in marketing

The Click-Through Rate is the concrete measure of attention. Every time an ad is displayed, an email is opened or a result appears in a search engine results page, a silent challenge is played out: will the user click or will they pass over it? The numbers speak for themselves: on Google, the first organic result gets an average CTR of around 39%, while the second position drops to 18%; on Facebook Ads, the CTR rarely exceeds 1%, while in promotional emails a good value is between 2% and 5%. These figures above all say one thing: it’s not enough to be present, you have to be chosen. A high CTR indicates that the content is relevant, the copy persuasive and the call to action convincing; a low CTR, on the other hand, can be a sign that something is not working: the right audience is not being reached, the offer is not clear or the competition is capturing attention better. The weight of the Click-Through Rate varies, however, depending on the sector, the marketing channel and the type of content: a promotional email has different metrics than a PPC ad, just as the organic CTR on search engines responds to different logic than that on social media. In this guide we will look at what CTR is, how it is calculated, what the benchmarks are and above all what strategies can be applied to optimize it in any context, in order to understand and improve the performance of marketing activities.

What is the Click-Through Rate

The Click-Through Rate is the percentage of users who click on a link compared to the total number of times that link is displayed. This metric, usually represented by the acronym CTR, is used to evaluate the effectiveness of advertisements, search engine results, email marketing and social media content.

More visibility, more clicks, more results

Rely on SEOZoom data to monitor your performance and improve your ranking.

Find out more

To put it in extreme terms, a high CTR indicates that the content is relevant and stimulates interaction, that the information proposed is clear, engaging and in line with the audience’s expectations; on the contrary, a low CTR may suggest that the message is not attracting the audience’s attention or is not persuasive enough. Although it doesn’t always work like that, as we will see.

In digital marketing, every piece of content has only one real test: attracting the user and convincing them to take action. An ad can be well designed, a web page technically optimized, an email persuasively written, but if no one clicks, these efforts will have no impact. The CTR is the indicator that measures this ability to generate interaction, because it expresses in a numerical value the choice of people who, after viewing a certain online element, decide to click on it. It is the first concrete sign of the interest aroused and the relevance of the content with respect to the intent of the user.

This is true for every area where the metric is applied, from paid ads on advertising platforms to organic results on Google, including email campaigns and social media.

Definition and formula of CTR

Calculating CTR is quite intuitive:

CTR = (number of clicks / number of impressions) × 100

This formula indicates the ratio between the number of times an element has been displayed (impressions) and the number of times it has actually been clicked on.

Generally, we can view the CTR on the dashboard of PPC accounts or on analytics tools, and also the Google Search Console allows us to check all the information in this regard, in the Performance Report. Alternatively, we can calculate the click rate manually by first taking the number of times an ad or web page is clicked and then dividing it by the number of impressions obtained; now we multiply this value by 100 to obtain a percentage, which will be the click-through rate.

To give a practical example, if a banner ad on a web page is displayed 100 times but only one person clicks on it, the CTR is 1 percent; similarly, if a PPC ad has 1, 000 impressions and 1 click, this is a CTR of 0.1%, or again if a page positioned on Google has been clicked 150 times after being displayed 3,000 times it will have a CTR of 5% (because 150 clicks divided by 3,000 impressions multiplied by 100 gives precisely 5% as the result).

Even if mathematically simple, the CTR is a fundamental piece of data for evaluating the effectiveness of any digital marketing initiative. More than just a number, it reflects the overall quality of a message: an ad can be seen thousands of times, but if no one finds it relevant, the CTR will remain low, signaling a problem in communication. For this reason, it shouldn’t be considered an absolute parameter, but rather an element to be interpreted in the specific context in which it is measured.

However, a high CTR doesn’t always mean guaranteed success. If, for example, an advertisement attracts many clicks but leads to an unconvincing page, the traffic generated may not translate into conversions. That’s why the CTR should always be analyzed together with other performance indicators, such as the conversion rate or the time spent on the page.

Where the click-through rate is used

The CTR is a metric that cuts across many areas of digital marketing: although it always has the same basic logic – measuring the relationship between impressions and clicks – its application varies considerably depending on the context. Each channel has its own dynamics, and a good CTR in one sector could be considered insufficient in another.

• SEO and search results

In search engines, CTR indicates how much an organic result on Google or Bing manages to attract clicks from users. If a site is among the top positions in SERP but gets few clicks, probably the title and meta description are not catchy enough or do not clearly communicate the value of the page. On the other hand, a page with an above-average CTR indicates that the optimization of the snippets is effective and that the content responds to the user’s intent.

• Advertisements and PPC

In Google Ads, Facebook Ads and display advertising platforms, the CTR is used to evaluate the quality of a paid advertisement. If the figure is very low, it means that the ad fails to capture the user or that the target audience is poorly segmented. The copy, images and calls to action also greatly influence this value: a lackluster text, an unattractive design or a confusing offer could drastically reduce the click-through rate.

• Email marketing and DEM

In email campaigns, the CTR measures how many recipients click on the links in the message after opening the email. It is one of the main metrics for understanding if the offer is interesting and if the call-to-action is effective. A low click rate can indicate problems in the structure of the email, in the value proposition or in the clarity of the call to action.

• Social media and advertising

On social media platforms, the CTR is used both for sponsored ads and to evaluate the engagement of organic posts. In Facebook Ads or Instagram and LinkedIn ads, the figure indicates how attractive the content is to the target audience. In non-sponsored posts, on the other hand, a high CTR indicates that the audience is interested and interacts with the content, increasing its organic reach.

The CTR, therefore, is not a value to be read in isolation, but a tool that allows us to understand how effective a piece of content is in generating interactions and which aspects of the strategy can be optimized.

How to calculate the CTR on different platforms

The way the click-through rate is measured can vary depending on the platform it is being analyzed on, not only for the type of interaction required, but also for the specific objectives of the channel. While in search engines the CTR reflects the ability of a result to attract traffic compared to competitors, in social media and email marketing it has a value closely linked to the involvement and quality of the audience reached.

More precisely, in Google and other search engines a high CTR can be indicative of an effective title or a result particularly close to the user’s search intentions; on the contrary, in advertising circuits CTRs are often lower because the content is shown in a passive context, where the user is not necessarily looking for that information. Even in emails, the CTR takes on a different value, as it depends on the combination of whether the message has been opened and whether the reader is actually interested in the action proposed in the text.

These distinctions are essential to correctly interpret the data: a CTR of 3% could be excellent in Google Ads for the search network, but poor in a well-segmented promotional email. Consequently, the method of calculation remains the same, but the comparison between values must always take place within the specific context in which the CTR is measured.

CTR in search engines (SEO and Google Ads)

In search engines, as mentioned, the CTR indicates the ratio between the number of times a result is displayed and the number of clicks obtained. It is an essential metric for evaluating the effectiveness of your presence on Google, both for organic results and for sponsored ads.

For SEO, the organic CTR measures how many people click on a search result compared to the number of times that result is shown in the SERP. This figure can vary considerably depending on the position of the page: the first three results receive the majority of clicks, while links at the bottom of the first page or on subsequent pages have a much lower CTR. A lower-than-average click-through rate may indicate that the title, meta description, or other elements visible in the preview are not relevant or persuasive enough in the user’s eyes.

In the case of SEM and Google Ads, CTR has a direct impact on advertising performance and costs. As well as indicating how attractive an ad is to the audience, it influences the Quality Score, a parameter that determines the ranking of the ad in the auction. A high CTR can reduce the cost per click, improving the effectiveness of the campaign; on the contrary, a low CTR could indicate that the ad is not well optimized or that the audience segmentation is incorrect.

CTR in display and social media ads

Display and social media campaigns have very different interaction dynamics compared to search engine ads. Here, the CTR measures the ability of an advertisement to capture attention in the flow of content displayed to users.

In the case of display advertising, the click-through rate is generally lower than for search ads, since banners are passively shown to the user, often while he or she is carrying out other online activities. The CTR can vary based on the relevance of the ad to the site on which it is published, the format used and the effectiveness of the call to action. Overly generic graphics or weak copy tend to reduce the engagement rate.

On social media, the CTR depends a lot on the platform and the format of the ad. Campaigns on Facebook, Instagram, LinkedIn and Twitter have different mechanics and require specific approaches to work properly. Testing images, videos, texts and ad placement is essential to identify the most effective combination and achieve an above-average CTR.

CTR in email marketing

In the case of email marketing, the CTR measures the effectiveness of a campaign in converting readers into site visitors or qualified leads. It is an indicator that should be read in combination with the opening rate: if emails are opened but do not generate clicks, it may be necessary to review the content or improve the clarity of links and calls to action.

There are two different metrics to consider when analyzing performance: CTR and CTOR, or click-to-open rate. CTR calculates the ratio between total clicks and the number of emails delivered, providing an overview of the campaign’s ability to generate traffic. CTOR, on the other hand, only considers the emails that are actually opened and measures how many recipients, after viewing the content, decided to interact with the links present. This distinction is important because it helps identify whether the problem lies in the wording of the email subject (which influences the open rate) or in the quality of the calls to action and internal content (which determine the subsequent click rate).

A low CTR can be a sign that the email isn’t engaging enough, that the links are not optimally placed, or that the target audience is not well segmented. Optimizing the layout, making calls to action more visible, and personalizing content based on the recipient’s interests can be effective strategies for increasing the value of this metric.

Why CTR is important in digital marketing

The click-through rate is not just a numerical data, but a true reflection of the behavior of online users. Each click tells a story: it indicates that a piece of content has aroused interest, that an advertisement has attracted attention or that a search result has responded to a need. This is why CTR is considered one of the fundamental key performance indicators in digital marketing: analyzing it allows you to evaluate the attractiveness and relevance of a particular element, identifying opportunities for optimization.

As mentioned, a high CTR is generally a positive sign: it means that a high percentage of people who see the element actually click on it, and this is usually a good thing because it indicates that the page is well constructed to meet people’s expectations and piques their curiosity and interest – the user finds the message relevant and decides to explore it further. A low CTR, on the other hand, can be a symptom of a problem with the targeting, copywriting, design or positioning of the content. But attributing an absolute value to the CTR would be a mistake: its importance must always be considered in relation to the context, the channel and the objectives of the campaign. An ad with many clicks but few concrete results could generate unqualified traffic, while an average CTR could still bring excellent conversions if the targeting is on point.

Analyzing the CTR means, therefore, understanding which strategies work and which aspects need improvement, and this is precisely what makes it a key metric for those working in digital marketing.

CTR as a performance indicator

In digital marketing, CTR plays a crucial role in identifying the most effective strategies. It is one of the first parameters that are observed when evaluating the performance of an ad, an email campaign or social media content. The reason is simple: without initial interaction, the entire marketing funnel risks being compromised.

If a Google Ads ad has a high CTR, it means that the audience finds it interesting and relevant. If an email has a good click-through rate, it means that the content was engaging enough to prompt recipients to interact. This data provides valuable insights into how users respond to marketing messages, allowing you to refine your strategies and adapt them to the needs of your audience.

Another fundamental aspect concerns the impact of the CTR on visibility in search engines. In the case of SEO, a high CTR on organic results can signal to Google that a certain page is particularly appreciated by users, pushing the search engine to favor its position in SERP. In the world of paid advertising, on the other hand, the CTR influences the quality score of the ads: higher values can translate into a lower cost per click and greater exposure.

In this sense, CTR is not only useful data for evaluating the performance of individual campaigns, but a real tool for continuous optimization. Monitoring it allows you to identify patterns, test new strategies and strengthen the conversion capacity of content.

The link between CTR and conversions

Even if a high CTR is generally considered a positive sign, it doesn’t always translate into an increase in conversions. There is a substantial difference between attracting attention and obtaining a concrete result, and this is where a more in-depth analysis of user interactions comes into play.

For example, an advertisement with a very high CTR could generate a large number of visits to a landing page, but if the message on the site is unclear or the offer is not convincing, the conversion rate could be unsatisfactory. Similarly, a catchy title in search engines could increase clicks on a web page, but if the content does not live up to users’ expectations, the bounce rate will be high and the value of the traffic reduced.

To turn a high CTR into concrete results, it is essential to consider other key factors:

• User experience: navigation must be smooth, with an intuitive design and fast loading times, to prevent the visitor from leaving the site shortly after clicking.
• Landing page: the content of the page must be consistent with the message of the ad or the result clicked on, offering value and guiding the user towards the desired action.
• Search intent: in the SEO context, it is crucial that the page is aligned with the user’s intent. If the content does not clearly respond to their needs, the click generated will prove to be of little use.

The CTR, therefore, is a first indicator of interest, but its real effectiveness depends on the ability to transform clicks into meaningful actions. Only by combining it with other metrics, such as the conversion rate and the behavior of users after the click, is it possible to obtain a complete picture of the performance of a marketing strategy.

What is a good CTR value? Benchmarks and average values by sector

Now that we know how to calculate the CTR and we have obtained this value, we need to learn how to use it and judge it.

To correctly evaluate the CTR it is therefore essential to consider the context in which it is measured. As we said, not all platforms have the same standards and a CTR that may seem low in one context could be excellent in another. For example, an ad on Google Ads has different dynamics compared to a Facebook campaign, and the CTR of an organic search in SERP cannot be compared to that of an email campaign.

The concept of “good CTR” varies not only according to the medium used, but also according to the sector. Some industries naturally register higher values thanks to more immediate interaction with the public, while others, such as B2B, have lower average CTRs, but are still effective for their conversion model. To really understand the meaning of this metric and compare your performance, it’s useful to rely on updated and specific benchmarks for each marketing category.

Average CTR in the main marketing sectors and channels

The average CTR varies considerably depending on the platform and the sector in which it is used. Here are some reference values based on the most recent analyses:

• Google Ads (search network): 3-5%. Search ads tend to have higher CTRs than other forms of advertising because they appear to users when they are expressing a need. However, the precise value depends on factors such as keyword competition and ad copy.
• Google Display Network: 0.5-1%. Display campaigns are less targeted than search campaigns, as the user views the ads while carrying out other online activities. This leads to generally lower CTRs, which depend on the quality of the images used and the ability of the ad to catch the eye in the context of the page.
• Facebook Ads: 0.90-1.5%. CTR on social platforms can vary greatly depending on the format and the audience. Video ads and campaigns with well-segmented targets tend to get higher CTRs, while more generic ads can remain at lower values.
• Email marketing: 2-4%. In email campaigns, the CTR measures how many recipients click on internal links after opening the message. To obtain high values, it is essential to personalize the messages and make the calls to action as clear and immediate as possible.
• Organic results in SERP. In this case, the CTR is closely linked to the position of the result. As we will see, recent research shows that the first organic result on Google can exceed a 30% CTR, while from the second position onwards the percentage drops significantly, reaching below 5% for the lower part of the first page. But we will soon look at this in more detail.

These data clearly show how context and channel influence the value of a CTR considered positive. A campaign that reaches 2% on Google Display Ads can be very effective, while the same number on Google Ads Search may indicate the need for a review.

Differences in CTR between B2B and B2C

Another aspect to consider is the distinction between the Business-to-Business (B2B) and Business-to-Consumer (B2C) sectors, which have different average click rates for reasons related to decision-making processes and audience behavior.

In B2B marketing, the click-through rate tends to be lower because the audience is often more specific and the conversion paths are longer. Advertisements and content must be aimed at professionals who make decisions on a rational and strategic basis, which generally leads to lower but highly qualified click-through rates. For example, a Google Ads advertisement for business software could have a CTR of 2%, but generate high-quality leads.

On the contrary, in B2C contexts, campaigns aimed at end consumers tend to have a higher CTR, thanks to more immediate communication and quick choices on the part of the public. Sectors such as e-commerce, entertainment and tourism record higher CTRs, with values that can exceed 5% for particularly targeted advertisements.

This distinction is important because a low CTR in B2B does not necessarily mean poor performance. The quality of traffic is often more important than the quantity and many businesses in this sector focus on strategies aimed at lead generation or building a relationship with potential customers.

Ultimately, there is no single value that defines a good CTR: it all depends on the platform, the sector and the objective of the campaign. The only way to accurately evaluate your strategy is to compare your results with benchmarks and constantly monitor the trend to identify any room for improvement.

CTR in organic searches: trend and new data for 2025

The evolution of Google’s SERPs has always had a direct impact on organic CTR, changing the way users interact with search results. Each algorithm update, the inclusion of new result formats and the integration of artificial intelligence change the distribution of clicks, influencing the traffic that reaches websites.

In 2025, the latest data collected by First Page Sage and Backlinko offers an updated insight into CTR behavior in SERPs, confirming some key trends:

• The first organic result gets on average 39.8% of clicks, a value slightly increasing compared to 2024.
• The first three results together absorb 68.7% of the traffic, leaving only a fraction of the clicks to the lower rankings.
• If a page has a featured snippet, the CTR rises to 42.9%, making Featured Snippets even more relevant for organic visibility.
• Results influenced by Google’s new AI Overviews have a CTR of around 38.9% for the first link – a minimal variation compared to standard results, signaling that users continue to trust the first position.
• The CTR for paid ads in the first three positions is falling, dropping to an average of 1.5%, with a reduction due to the increasingly massive adoption of AI Overviews, which take traffic away from sponsored ads.

CTR distribution by position in SERP

These studies also analyze in depth the distribution of organic CTR for each position on the first page of Google:

As highlighted, the CTR shows a progressive decrease as you go down the SERP positions, with the first three collecting over two thirds of the total available clicks.

The data once again confirms that the first organic result remains the main objective for those working in SEO. With almost 40% of total clicks in SERP, this position guarantees a higher volume of traffic than all the results combined from the fourth to the tenth position.

Another key aspect is that Featured Snippets further improve on the CTR of the first position, in some cases exceeding 42%. This suggests that getting the featured snippet not only helps visibility, but increases the likelihood that the user will choose that link instead of scrolling further.

AI Overviews and their impact on CTR

One of the most talked about innovations is the introduction of AI Overviews, i.e. automatic summaries generated by Google to respond to queries in depth – recently available in tests also in Europe, including Italy, under the name “AI Summaries”. Initially, there were fears that these previews created with generative artificial intelligence would drastically reduce the organic CTR, but US data shows that the first result in AI Overviews still maintains a competitive CTR, slightly lower than the standard organic result.

The greatest impact was on sponsored ads, which saw a drop in CTR in the top three positions, a sign that users prefer to interact with organic results when they find an institutional answer provided by artificial intelligence.

How to use this data to improve organic CTR

In light of these trends, SEOs can adopt some targeted strategies to improve their CTR and maximize visibility in SERP:

• Aim for Featured Snippets. Formatting content with concise answers, bulleted lists and clear paragraphs increases the likelihood of obtaining the first result with featured snippets.
• Optimize for long-tail queries. More specific keywords (>10 words) have higher CTRs than generic terms, according to Backlinko.
• Improve title tags and meta descriptions. Titles between 40 and 60 characters have the best CTRs, with an increase if they contain relevant keywords or emotional elements.
• Pay attention to local packs and visual results. If the query triggers images, maps or knowledge panels, it is essential to optimize your strategy to compete with these elements.
• Monitor CTRs by position. According to Backlinko’s analysis, moving up the SERP by just one position can lead to an average increase of 32.3% in the relative CTR.

Advanced strategies to improve CTR

Now that we’ve covered the theory, let’s look at some practical suggestions. As should be clear by now, a low CTR doesn’t necessarily mean that a campaign or piece of content is doomed to failure. In many cases, the value actually indicates that something needs to be optimized: the message isn’t clear enough, the target audience isn’t the right one, or the visual element fails to capture attention. Fortunately, there are targeted strategies that, if applied correctly, can improve the click rate in every context, from SEO to PPC advertising, to emails and social media.

The goal is not only to increase the number of clicks, but to do so in a qualitative way, attracting users who are genuinely interested in the offer. To achieve this result, each channel requires specific measures, adapted to its dynamics of use and user behavior.

Optimizing CTR for SEO

When a site appears in Google search results, competition for clicks is very high. Even a privileged position in SERP may not be enough if the title and description fail to stand out among the alternatives. Optimizing CTR in SEO means making the reasons why the user should choose that result more engaging and immediately clear.

One of the main elements to refine is the title tag, i.e. the title that appears in the SERP: it must be short, clear and persuasive, contain the important keyword and encourage the user to click without being forced or overly promotional. The meta description also plays an essential role, allowing you to explain in more detail what the user will find on the page. Inserting direct phrases, numbers (where relevant) and a tone of voice that arouses curiosity can make all the difference.

Another element that can significantly increase the CTR is the use of structured data. By implementing rich elements, FAQs or reviews within the pages, it is possible to obtain rich snippets that stand out visually in the SERP. A link that shows star ratings, prices or key information is much more likely to attract clicks than a standard result.

The formatting of the content itself also contributes to increasing the CTR. Google often uses parts of the text on a page to create featured snippets or previews in searches: improving readability, using bulleted lists and structuring content with well-defined subtitles can make a page more suitable for these formats, thus increasing the likelihood of appearing in strategic positions.

Strategies to improve CTR in PPC ads

In the case of paid advertising, the CTR plays an even more central role, directly influencing not only the performance of the campaign, but also the cost per click and the quality score of the ad. For this reason, every element of an ad must be optimized to maximize effectiveness.

A more effective method for improving the CTR is A/B testing on call-to-action and text messages. Changing even one word in a CTA or a variation of the title can lead to significant differences in the click-through rate. Testing different versions allows you to identify the formula that resonates most with your audience and generates the most interaction.

The optimization of ad extensions is another fundamental tool. Google Ads can be enriched with additional information such as links to specific pages, phone numbers or pricing details. The more complete an ad is and the more precise the preview of the offer, the more likely users are to find it interesting.

But beware of the AI Overviews effect: if Featured Snippets have improved the CTR of the first organic results, as we have seen, Generative AI has instead had a negative impact on paid listings, as users find some of the answers they are looking for directly in the Ripiehlogs. This transformation is reflected in a reduction in the CTR of listings in the first three positions, which has dropped to an average of 1.5%. To counter this trend and maintain a competitive CTR, it may be useful to:

• Use more informative ad extensions, such as well-structured sitelinks that offer the user a concrete reason to click on the ad instead of relying on AI Overviews.
• Segment your audience even more precisely, avoiding wasting resources on users less likely to click on PPC ads when they can find direct answers in the summaries offered by Google.
• Experiment with dynamic ad formats that automatically update copy and content based on the most recent searches, offering users information that is always contextual.

Finally, one of the most common mistakes that lowers the CTR of ads is poor accuracy in targeting. If the ad is shown to too wide an audience or not in line with the offer, the clicks will be few and of little quality. Focusing on specific segments, using precise keywords and advanced targeting options such as remarketing, helps to show the ad only to those who have a real chance of being interested.

Increasing CTR in email marketing and social media

In the world of email and social media, the challenge of attracting attention is even more complex: users are inundated with content and constant interruptions, so only what really stands out gets clicks.

In email marketing campaigns, the two elements that most influence CTR are the subject line and the preview of the message. If an email is opened but its content does not generate interaction, the problem almost always lies in an ineffective call-to-action or a suboptimal design. Testing different types of subject lines, including personalized ones (for example, mentioning the recipient’s name), can significantly increase the open rate and, consequently, the internal CTR.

Segmenting the audience is another key aspect. Sending the same message to a generic email list reduces the chances of success. Creating groups of recipients based on their preferences and past behavior allows you to provide more targeted, relevant and pertinent content, thus improving the CTR.

When it comes to social media, the visual competition is very high and the CTR is significantly influenced by the format of the content. Videos generally perform better than static images, while the accompanying copy must be short, incisive and able to arouse curiosity. Even small tricks, such as the use of direct questions or visual elements coordinated with the text, can make an ad more effective.

Another useful strategy for improving the CTR of social media campaigns is to experiment with different storytelling formats and visual languages. Content that presents a clear benefit for the user and generates immediate engagement, such as carousels or videos with dynamic narration, tend to obtain better results in terms of interaction and, consequently, a higher CTR.

Furthermore, there is an additional aspect to consider: Google’s algorithm is not the only one to undergo evolution, because social platforms are also constantly changing, and in advertising strategies on Facebook, Instagram and LinkedIn the quality of the copy has a direct impact on the CTR. Ads that seem more similar to the organic content of the platform tend to have higher CTRs than those with a typically promotional format. This trend is reflected in the need to:

• Experiment with texts that reflect the natural tone of voice of the platform so as to appear less invasive to users.
• Add interactive elements (polls, carousels, short videos) that encourage interaction even before the actual click, improving engagement and consequently the CTR.
• Deepen the analysis of visual creativity. Unlike Google Ads, the performance of social ads depends largely on the quality of the images and videos used. Optimizing graphic elements based on user behavior patterns on different social networks can drastically improve the number of clicks received.

The integration of updated data has made it clear that CTR is increasingly influenced by technological developments in SERP and user behavior on different marketing channels. Optimizing content, an ad or an email no longer means just improving titles, inserting strategic keywords or enhancing calls-to-action, but also adapting to new search and advertising formats, using tools such as Featured Snippets, structured data and interactive content. These updates make the CTR not only a measurement tool, but a real signal that redefines digital strategies with an increasingly analytical approach that is reactive to market innovations: success comes from combining creativity, continuous testing and an accurate analysis of the public’s responses.

Click-through rate and SEO: does the CTR influence Google ranking?

The potential impact of CTR on a page’s position in search results is (still) one of the most debated topics in the SEO community. Google has repeatedly stated that CTR is not a direct ranking factor – which means that a high click-through rate does not automatically guarantee a better position in SERP – but several analyses over the years have suggested a possible correlation between CTR and ranking, especially for queries where the relevance of the results is also determined by user behavior, and after the Google leak of 2024 these theories have strongly regained ground.

If CTR were completely irrelevant to Google, it would be difficult to explain why the search engine urges publishers to improve snippets to increase clicks. Furthermore, data from Backlinko shows that the first organic result receives about 20 times more clicks than the best paid ad, suggesting that Google continues to value results deemed most relevant to users.

Google’s official point of view

Google has reiterated several times that CTR is not used as a primary ranking signal. Search Advocate John Mueller has repeatedly made it clear that this metric can be easily manipulated and that the search engine relies on other, more reliable signals to determine the quality of a result. Google has developed sophisticated algorithms such as RankBrain, which interpret queries and the relevance of content in a more complex way, going beyond simple interaction metrics.

In fact, in 2019 an official statement from Google was necessary, after a long “dialectical” battle with SEO and digital marketing professionals: while on the one hand several Googlers had taken a fairly clear position on the subject, explaining that CTR data is not used in Google’s ranking algorithm, other public statements and data analyzed by international SEO professionals seemed to show the opposite, fueling doubts in the community of search engine optimization experts. Here’s what Google said and says about CTR:

More or less literally translated: “as already mentioned previously, Google uses interactions in various ways, such as personalization, evaluation and data for training”. Then, it adds, “we have nothing more or new to share with respect to what we have been repeating for some time: the right path to success is to have interesting and engaging content”, or the well-known formula of quality content. Finally, Google “encourages site owners to focus on this big picture”.

How does this statement fit into the state of the art of SEO? To summarize the crux of the matter once again, the main reason why the click-through rate is not included among the ranking signals is that this data is turbulent (noisy) and easily “spammable”, so it would not make sense to use it. However, there is still some ambiguity: instead of officially and clearly reiterating that Google’s algorithm does not use click-through rate data for positioning, the words chosen by the spokespeople from Mountain View seem decidedly elusive. They don’t state clearly that user interactions are not taken into consideration in their ranking algorithm, nor that “currently CTR is not used, but we reserve the right to do so in the future if it becomes a useful ranking factor”: instead, Google has chosen to leave everything in a sense of vagueness, which on the other hand has always characterized what lies behind the functioning and ranking factors of the gigantic algorithm that generates the SERP. In the end, however, is it really important to know whether or not CTR is a ranking factor? Even if the algorithm uses CTR data, surely Google must have studied systems to detect the manipulation of clicks in search results, and therefore we need to focus on how to increase this percentage of clicks, trying to offer more and more quality content, optimizing existing content and correcting SEO errors that complicate the user experience and crawler scanning. Which, in short, is the goal of all SEO work regardless of CTR!

SEO theories on a possible correlation between CTR and ranking

Despite Google’s official position, as we said, several SEO studies have shown that pages with a significantly higher than average CTR tend to maintain more stable positions in SERP or improve over time. This could suggest that Google uses CTR as an indirect signal to evaluate the relevance of a result in relation to specific queries.

The main hypothesis is that Google does not use CTR as an explicit ranking factor, but integrates it into more complex ranking systems to:

• Verifying the validity of a result for a specific query, especially for searches where there are no univocal answers and relying on user behavior can be a useful indicator.
• Recalibrating the SERP over time, favoring results that receive greater engagement and penalizing those considered less useful by users.

The indirect effects of a high CTR

Although there is no definite proof that a high CTR leads to better positioning, it is undeniable that improving it can generate positive side effects, including:

• Longer stay on SERP – If a result gets many clicks compared to competitors, it is possible that Google considers the content more relevant, keeping it stable in the same position or avoiding a downgrade.
• Better overall engagement – A higher CTR brings more users to the site and, if the content is good, it increases the time spent on the site and reduces the bounce rate, two signals that Google could take into account when evaluating the quality of the page.
• Increased qualified traffic – Regardless of ranking, a high CTR means intercepting more users potentially interested in the content, thus improving the overall performance of the SEO strategy.

CTR may not be a direct ranking factor, but it remains decisive for visibility and traffic from Google. Optimizing it can not only increase the number of visits, but could also improve the perception of the quality of the content in Google’s eyes, with indirect effects on positioning.

Rather than focusing on the possibility that CTR influences ranking, it is useful to consider it an essential strategic tool for maximizing the results of your SEO and advertising activities.

Common mistakes that lower CTR and how to avoid them

A low CTR is never a coincidence: it is the result of a combination of factors that affect the effectiveness of an ad, an organic result or an email campaign. When content doesn’t get enough clicks, it means that something isn’t working in the way it is presented or distributed to users.

But today, optimizing CTR is no longer just a question of improving titles, descriptions or advertising images: with the evolution of SERPs, the distribution of clicks between organic and paid results is changing, and ignoring these transformations can seriously compromise the visibility of a piece of content.

Sometimes the problem is in the copy, which is unclear or not very persuasive. In other cases, it’s a question of audience: if the people who see a piece of content are not really interested, they are unlikely to click on it. Technical factors, such as a lack of optimization for mobile devices, can also play a fundamental role in determining the success or failure of a strategy.

Another increasingly common mistake is to underestimate the impact of AI Overviews and Featured Snippets on organic searches. Up-to-date data shows that, from the second position onwards, if there is a Featured Snippet, clicks tend to focus on that result and therefore, even if a site is well positioned among the first in Google, not optimizing the content to acquire a snippet can significantly penalize organic traffic.

Another critical aspect is the failure to review content in relation to changes in Google’s algorithm. Many sites continue to rely on traditional SEO strategies, neglecting the fact that today’s SERPs increasingly reward structured content, direct answers and an organization of information optimized for AI Overviews. If a site doesn’t adopt formats designed to be extracted by Google’s algorithms, it risks losing visibility even in high ranking positions.

This evolution also has an impact on the performance of advertisements. The data shows that sponsored ads in the top three positions have seen a drop in CTR, from an average of 1.7% to 1.5%. This suggests that, with the increase in responses generated directly in the SERP, users tend to interact less with ads and pay more attention to organic results. Those who invest in PPC campaigns must therefore carefully evaluate the distribution of their budget, considering whether it might be more strategic to strengthen organic positioning to compensate for the drop in ad clicks.

Ignoring these changes in the SERP means risking seeing your CTR decrease for no apparent reason, while competitors who adapt to these new dynamics manage to intercept more clicks and greater traffic.

Unclear titles and descriptions

In any digital marketing sector, the title is the first point of contact with the public. Whether it’s a search engine result, a paid ad or the subject of an email, the way it’s formulated has a direct impact on the number of clicks generated. And so, an unclear, generic title or one lacking elements that can attract interest can drastically reduce the CTR.

In SEO, for example, an unoptimized title tag risks going unnoticed in the SERP, even if the site is well positioned. A similar problem occurs with meta descriptions: if they don’t provide added value or don’t entice the user to click, the result may appear less interesting than those of the competition. The same principle applies to emails, where an unengaging subject line can prevent the email from being opened, blocking any possibility of interaction from the outset.

To correct this error, it is essential to adopt more effective copywriting:

• Create direct and clear titles that express the immediate value for the user.
• Use implicit calls to action or stimulate curiosity without being misleading.
• Optimize meta descriptions for SEO, avoiding generic texts without differentiation.
• Avoid technical terms or excessively long titles, which can be difficult to read quickly.

A well-written title should not only describe the content, but also generate immediate interest, leading users to click.

Wrong target audience in advertisements

Another common problem in advertising campaigns is targeting the wrong audience. A low CTR in PPC or social media ads can be a sign that the people who see the ads don’t find the offer relevant to their interests or needs.

This problem is particularly evident in overly broad or generic targeting. Campaigns that try to engage a general audience often end up wasting money without achieving any real impact. Incorrect targeting in terms of demographics or behavior can also considerably reduce the click rate, as it intercepts users who are not in the decision-making phase or who are not actually interested.

To optimize the audience and improve the CTR:

• Refine audience segmentation based on concrete data and buyer persona analysis.
• Use retargeting and lookalike audiences to create targeted segments of already potentially interested users.
• Take advantage of targeting by interests and behaviors in advertising platforms, avoiding generic audiences.
• Constantly monitor the performance of keywords in Google Ads campaigns to eliminate ineffective terms.

An ad shown to the right people at the right time has a much better chance of achieving a high CTR and, above all, of leading to concrete conversions.

Lack of mobile optimization

We’ve said it before: today a significant part of searches and interactions take place on mobile devices. However, many campaigns continue to be designed with desktop browsing in mind, with negative consequences on CTR, especially for Google Ads and SEO results.

An experience that is not very fluid on a smartphone or tablet can discourage the click: excessively long texts in the titles, ads that load slowly and buttons that are difficult to touch are just some of the most frequent problems. Even on social media, content that is not optimized for vertical format can be less effective, reducing engagement.

To improve the CTR on mobile:

• Check that titles and descriptions are legible and effective even on the smallest screens.
• Make sure that landing pages load quickly and are optimized for all devices.
• Adapt ad design and image formats to typical mobile layouts.
• Regularly test how ads and content are displayed on smartphones, optimizing any unclear or difficult-to-click elements.

Many low CTRs can simply be the result of an inadequate user experience for those browsing from a mobile device. Investing in mobile optimization not only improves the CTR, but also the overall quality of the interaction, increasing the chances of conversion.

Identifying and correcting these errors allows you to progressively improve the performance of your campaigns, optimizing every aspect that can influence the CTR and the ability to attract clicks from users.

CTR: FAQs and the main doubts about the click-through rate in marketing

We have seen how CTR is a fundamental metric for evaluating the effectiveness of digital marketing content, ads and campaigns. However, interpreting and optimizing it in the right way can raise many doubts, especially considering the differences between platforms and sectors.

Turn metrics into winning actions

Measure your CTR, identify opportunities and grow your digital presence.

Find out more

In organic searches, a high CTR can be a sign of excellent SEO optimization, while in online advertising it directly affects the costs and performance of an ad. The same value can be considered positive or worrying depending on the context, which is why it is essential to compare it with industry benchmarks.

To clarify the latter aspects and answer the most frequently asked questions, here is a series of questions that will help you better understand the concept of CTR and its applications.

1. What is the Click-Through Rate (CTR)?

The CTR is the percentage of users who click on a link compared to the total number of views. It is used to measure the effectiveness of an advertisement, organic content, an email campaign or a post on social media.

2. What does CTR actually mean?

CTR is the ratio between impressions delivered and actual clicks and refers to the percentage of people who click on an element to which they have been exposed, which can be a link, a banner, a campaign or something else. Basically, the click-through rate is calculated simply by dividing the number of people who clicked on a particular element by the total number of visitors to that page, and therefore we can define CTR as the percentage of impressions that produced a click in relation to the total number of views obtained by the element itself. The CTR metric can be used in digital marketing to analyze the results of emails, web pages and online advertising (Google, Bing, Yahoo), and more generally it is one of the first values that are evaluated to measure the success of marketing efforts. For example, PPC click-through rate is the frequency with which PPC ads are clicked, and more precisely the percentage of people who view an ad (impressions) and then continue to click on the ad (clicks). Other common cases in which CTR is measured are:

• A call-to-action link in an email (email marketing)
• A hyperlink on a landing page.
• A PPC ad on a Google search results page.
• An organic result positioned in a SERP.
• An ad on a social media site such as LinkedIn or Facebook.

3. How do you calculate CTR? What is the Click-Through Rate formula?

CTR is obtained with the following formula:

CTR = (number of clicks / number of impressions) × 100

For example, if an ad has been displayed 1,000 times and has received 50 clicks, the CTR will be 5%.

4. What is the purpose of the CTR?

It is used to evaluate how effective a piece of content, an ad or a link is in capturing the attention of the public and pushing them to take action.

5. What is CTR in marketing?

In digital marketing, CTR is a key KPI that measures the impact of advertising campaigns, SEO results, email marketing and social strategies. A high CTR indicates a high engagement capacity, while a low CTR suggests that something needs to be optimized.

6. Does Google use CTR as an SEO ranking factor?

Google’s official position is that CTR is not a direct ranking factor. However, a high CTR can signal to Google that a result is relevant, and could have an indirect effect on rankings in SERP.

7. What is the CTR of organic searches?

It depends on the position in the SERP. The first organic result can exceed a 30% CTR, while results further down the page have much lower percentages.

8. What is the average SEO CTR?

There is no single value, but recent studies suggest that the CTR for a result in first position is between 30 and 40%, while the second position is around 18-20%. After the fifth position, the CTR drops below 5%.

9. What is a good CTR on Google Ads?

A good CTR for search ads on Google varies between 3% and 5%. For display ads, on the other hand, the average CTR is much lower, between 0.5% and 1%.

10. What should the CTR of a Facebook Ads campaign be?

The CTR for Facebook Ads campaigns can vary depending on the format and target audience, but on average it is between 0.90% and 1.5%.

11. What is a good CTR on Facebook Ads?

Generally, a CTR above 1% is considered good for Facebook Ads. However, higher values are possible in sectors with high engagement or for well-optimized ads.

12. What is LinkedIn CTR?

CTR on LinkedIn refers to the click-through rate on ads or sponsored posts. As it is a professional-oriented platform, CTRs tend to be lower than on other platforms, with an average of between 0.5% and 1%.

13. What does CTR mean for TikTok Ads?

The CTR in TikTok campaigns measures how many people click on an ad compared to the number of views received. TikTok, being a platform based on short video content, often has higher CTRs than other social platforms, with values that can vary depending on the target audience.

14. What is social CTR?

Social CTR is the percentage of clicks on a link in an organic or sponsored post on platforms such as Facebook, Instagram, Twitter or LinkedIn. It varies according to the platform and the format of the published content.

15. What are CTR and CPC?

CTR indicates the click rate on an advertisement or an organic result, while CPC (Cost Per Click) is the actual cost of each individual click generated by a paid advertising campaign.

16. How can I increase the CTR of an email?

To improve the CTR of emails:

• Use catchy subject lines that encourage opening.
• Optimize the copy with clear calls to action.
• Customize content based on the interests of the recipients.

17. What is the average CTR in the e-commerce sector?

In the e-commerce sector, the CTR varies according to the advertising channel used. On Google Ads, the average CTR for search ads is around 2-3%, while for display campaigns it often doesn’t exceed 0.5%.

18. How can I tell if my CTR is too low?

A low CTR is evaluated by comparing it with the industry benchmark. If your CTR is lower than the average of the platforms used, it is advisable to test elements such as titles, images, calls-to-action and target audience.

19. Does a high CTR always equal a good result?

No, a high CTR is a good sign, but it does not automatically guarantee conversions. It is crucial to also monitor other KPIs, such as the conversion rate and the cost per acquisition.

20. What is a good CTR?

It depends on the context:

• In organic searches, above 30% for the first position.
• On Google Ads, 3-5% for search ads and 0.5-1% for display ads.
• In social media, often between 0.90% and 1.5% (Facebook Ads).

21. What is the current average CTR value of a standard banner?

Banner ads on the Google Display Network and other networks generally have very low CTRs, with an average between 0.1% and 0.5%.

22. What is a good CTR on LinkedIn?

On LinkedIn ads, the average CTR is between 0.5% and 1%, although it can vary based on the sector and type of content.

23. What is a good CTR on Google Ads?

For paid search, a CTR between 3% and 5% is considered good, while for the display network the value often doesn’t exceed 1%.

24. What is a good CTR on Facebook? When is the CTR considered good?

A CTR above 1% is generally good for Facebook Ads. Formats such as carousels and videos tend to have higher values than static ads.

25. When is the CTR low?

The CTR is considered low when it is significantly lower than industry benchmarks. For example:

• On Google Ads Search, below 2% is generally considered poor.
• On Facebook Ads, if it is less than 0.5%, it could indicate targeting or copywriting problems.
• In Google’s organic results, a CTR of less than 5% for the top positions is often a sign that optimization is needed.