Clicks divided by impressions
CTR is the percentage of people who click after your ad or link is shown. If it appeared 1,000 times and drew 30 clicks, that is 30 ÷ 1,000 × 100 = 3%. Rearrange it to work backwards: clicks = impressions × CTR, and impressions = clicks ÷ CTR.
Average CTR by channel
| Channel | Typical CTR |
|---|---|
| Google Ads (search) | 3–5% |
| Google Display | 0.5–1% |
| Facebook Ads | ~0.9% |
| Instagram Ads | 1.1–1.9% |
| LinkedIn Ads | 0.4–0.8% |
| Email marketing | 2–3% |
A 0.9% Facebook CTR and a 3% email CTR are not the same thing measured twice. Different intent, different audience — only compare within one channel.
Reading the number
- Wait for the sample. CTR is noise until roughly 100 to 200 clicks. Below that, a difference of a few tenths of a percent between two ads means nothing.
- Watch the cost too. A 5% CTR at a $2 cost-per-click can lose money against a benchmark of $0.50. Track cost per acquisition, not just CTR.
- On Google, CTR feeds back. A higher CTR raises Quality Score, which lowers the bid you need for the same position — so improving the ad can cut cost.
Common questions
What counts as a good CTR?
It depends entirely on the channel. Google search ads average 3 to 5%, Facebook around 0.9%, LinkedIn 0.4 to 0.8%, and email 2 to 3%. Compare against the benchmark for your own platform, not across platforms.
What is the difference between CTR and conversion rate?
CTR is the share of people who click after seeing the ad. Conversion rate is the share who then buy or sign up after clicking. A 3% CTR with a 2% conversion rate means that out of 1,000 views, 30 click and about 1 buys.
Is a very high CTR always good?
Not always. A clickbait headline can pull a high CTR while the traffic never converts, driving up your cost per sale. Judge the ad on the full chain from impressions through to revenue, not on CTR alone.
