Click through rate calculator
Clicks divided by impressions takes a second, and it's the least useful thing you can know. Add what the clicks cost and how many converted, and you find out whether the rate was worth having. No email required.
Your rate appears here
Add impressions and clicks to get the rate. Add spend and conversions and you'll also get what those clicks cost you and what they were worth.
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CTR benchmarks by channel
A rate only means something next to the channel it came from. These are approximate cross-industry ranges, not targets, and they move with industry, placement and season.
| Channel | Typical range | Measured as |
|---|---|---|
| Google Search ads | 5.0% to 8.0% | clicks ÷ impressions |
| Google Display ads | 0.40% to 0.70% | clicks ÷ impressions |
| Meta (Facebook / Instagram) | 0.80% to 1.6% | clicks ÷ impressions |
| LinkedIn ads | 0.40% to 0.65% | clicks ÷ impressions |
| Email marketing | 2.0% to 3.5% | clicks ÷ delivered |
| Organic search result | 2.0% to 10.0% | clicks ÷ impressions in Search Console |
Approximate cross-industry ranges, reviewed October 2026.
Search ad CTR benchmarks for home services
If you run a trade, compare your Google Ads rate to your trade, not to the all-industry average. Home services averaged 6.37%, and plumbing and electrical sit near the bottom, so a 5% plumbing campaign is about normal.
| Trade | Average search ad CTR |
|---|---|
| Construction & general contractors | 6.48% |
| Handyman services | 6.51% |
| Air conditioning installation & repair | 6.43% |
| Heating & furnaces | 5.97% |
| Roofing & gutters | 5.66% |
| Doors & windows | 5.52% |
| Electricians & electrical contractors | 5.15% |
| Plumbing | 4.97% |
| Landscaping | 4.69% |
Source: LocaliQ, 2025 Search Ad Benchmarks for Home Services, 3,211 US home services search campaigns, April 2024 to March 2025.
Organic CTR benchmarks by position
To find your own organic CTR, open the Performance report in Google Search Console and turn on average CTR and average position. Then compare each query to its position below. Local searches need extra care: when Google shows a map pack, the first organic result averaged just 1.17%, because the map takes the clicks.
| Position | All results pages | With an AI Overview |
|---|---|---|
| 1 | 20.0% | 9.69% |
| 2 | 10.4% | 3.69% |
| 3 | 3.89% | 1.7% |
| 4 | 1.71% | 1.27% |
| 5 | 1.08% | 1.02% |
| 6 | 0.73% | 0.55% |
| 7 | 0.46% | 0.35% |
| 8 | 0.47% | 0.34% |
| 9 | 0.54% | 0.47% |
| 10 | 0.58% | 0.43% |
Source: Advanced Web Ranking, Google Organic CTR Study, Google US desktop, all query types, July 2026 snapshot.
Click-through rate, answered
What people ask most about this number, including the two answers that change how you should read your own.
Why CTR isn't the only metric that matters →How do you calculate click-through rate?
Divide clicks by impressions and multiply by 100. If an ad was shown 10,000 times and got 321 clicks, that's 321 ÷ 10,000 = 0.0321, or a 3.21% click-through rate. The same formula works for email, where the denominator is usually emails delivered rather than impressions.
What is a good click-through rate?
It depends entirely on the channel. Google Search ads typically run 5% to 8%, Google Display around 0.4% to 0.7%, Meta roughly 0.8% to 1.6%, and LinkedIn 0.4% to 0.65%. Comparing a display rate to a search rate makes a healthy campaign look broken. Judge a rate against its own channel, then against what the clicks cost you.
What is a good organic CTR?
It depends on your position and on what else Google shows. In Advanced Web Ranking's July 2026 data for US desktop searches, the first organic result averaged about 20%, the second about 10%, and the third about 4%. An AI Overview roughly halves the first, and a local pack can cut it to about 1%. Compare each query to its own position before judging it.
Is a higher click-through rate always better?
No. A high rate with a low conversion rate usually means the ad promised something the page doesn't deliver, and you're paying for every mismatch. A lower rate with tight targeting and good conversion is often the more profitable campaign. Cost per conversion is the number that settles it.
What is the difference between CTR and conversion rate?
Click-through rate measures how many people who saw something clicked it. Conversion rate measures how many of those who clicked went on to do what you wanted, like buy or inquire. CTR is about the ad; conversion rate is about what happens after the click.
How do you calculate CTR in Google Ads or Search Console?
Both report it for you, but the calculation is the same: clicks divided by impressions. In Search Console an impression means your result appeared in the listings, which is why organic CTR varies so much with position. In Google Ads an impression means the ad was served.
What counts as an impression?
An impression is one instance of your ad or listing being shown. Platforms define it slightly differently, and some only count it once the ad is actually viewable on screen. If you're comparing a rate across two platforms, check they agree on what an impression is before drawing any conclusion.
You've got the rate. Now find out what it's worth.
A rate is a diagnostic. It points at where to look, and it can’t tell you whether the money behind it is working.
Why CTR isn't the only metric that matters
The rate tells you the ad earned a click. It says nothing about whether the click was worth paying for. Here's what to read alongside it.
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