Click through rate (CTR) is the metric that measures the percentage of users who click on a link, ad, search result, or email. It is calculated as clicks divided by impressions and expressed as a percentage. It is used as a leading indicator of message-audience fit and a primary input into Quality Score on ad platforms and into engagement scoring in email. It is a useful diagnostic and a terrible final goal.
CTR benchmarks differ by surface and intent. Google Search ads: average CTR around 6 to 8 percent across industries; top positions on high-intent commercial queries can clear 15 to 25 percent (WordStream and Google Ads benchmarks). Google Display Network: typical CTR is 0.4 to 0.6 percent, the floor of paid media. Met...