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GLOSSARY

What is Click-through rate? (CTR)

DEFINITION

Click-through rate is the percentage of impressions that turned into clicks. If your result was shown 1,000 times and clicked 50 times, the CTR is 5 percent.

It depends heavily on position: the top results get far more clicks than those on page two, so compare pages ranking at similar positions. It also depends on the query, since branded searches typically have a much higher CTR than generic ones. A weak CTR at a good position often means the title and description are not compelling or do not match what people want. Why it matters: It shows whether your listing is persuasive, and improving it brings more visitors without needing a higher ranking.

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