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Click-Through Rate — solve for CTR, clicks, or impressions needed. With platform benchmarks.
Click-through rate
2.00%
500 ÷ 25,000 × 100
CTR measures attention capture. It tells you how compelling your creative and targeting are at the impression level — before landing-page quality, offer, or funnel design come into play.
| Channel / Format | Average | Strong |
|---|---|---|
| Google Search Ads | 3–8% | 10%+ |
| Google Shopping | 0.6–1.5% | 2.5%+ |
| Meta feed (FB / IG) | 0.9–1.5% | 2%+ |
| Meta Reels / Stories | 0.5–1.1% | 1.8%+ |
| TikTok Ads | 1–2% | 3%+ |
| 0.4–0.9% | 1.5%+ | |
| YouTube TrueView | 0.4–0.8% | 1.5%+ |
| Display / GDN | 0.1–0.3% | 0.5%+ |
| Email (CTR per delivery) | 2–3% | 5%+ |
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CTR stands for Click-Through Rate — the percentage of people who saw an ad or link and clicked it. Calculate by dividing clicks by impressions and multiplying by 100. A 2% CTR means 2 of every 100 impressions resulted in a click.
Depends heavily on format. Google Search Ads: 3–8% is average, 10%+ excellent. Meta feed ads: 0.9–1.5% average, 2%+ strong. Display ads: 0.1–0.3% average. Email: 2–3% average, 5%+ excellent. Compare against channel benchmarks, not cross-channel averages.
Display ads have structurally low CTR because they're interruptive — users didn't seek the content. Display CTR of 0.1–0.3% is normal. The value comes from impressions, retargeting reach, and brand lift, not from click volume. Judge display campaigns by view-through conversions and brand search lift, not CTR alone.
Usually, but not always. A clickbait headline can inflate CTR while cratering conversion rate downstream. Healthy CTR is necessary but not sufficient — the right metric is end-to-end: impressions → CTR → landing page conversion → customer. Evaluate CTR alongside conversion rate to avoid optimizing for clicks that don't convert.
Test hooks in the first 2 seconds of video ads. Use numbers in headlines (they outperform prose ~20%). Match creative to feed context (vertical for mobile, sound-off-first on TikTok/Reels). Refresh creative every 2–4 weeks — ad fatigue starts cutting CTR by week 3. Tighten targeting so the message matches the audience.
Slightly — email CTR is usually measured as clicks per opens (not per sends). That math tends to produce higher CTR numbers than web because only engaged users are in the denominator. When comparing emails, use click-to-open rate (CTOR) to normalize; 10–20% CTOR is typical for promotional email.
