Measurement. Reviewed October 29, 2026
Click-through rate
Also called: CTR
Click-through rate is clicks divided by impressions, and in search it rises steeply with position: a first-place result earns many times the clicks of a tenth-place one.
In practice
A page with thousands of impressions and a low click rate is ranking for the wrong terms or has a title nobody wants to click. The fix is a title that says the service, the city and something specific, such as a price.
In ads, click rate feeds Quality Score, which feeds the click price.
Related terms
- ImpressionsAn impression is one appearance of a page or ad in search results or on a screen, counted whether or not anyone clicked it.
- Quality ScoreQuality Score is Google Ads' 1 to 10 rating of how well a keyword, its ad and its landing page match each other, and a higher score lowers the price paid per click.
- SERPSERP stands for search engine results page, the page Google returns after a search, including ads, Local Services Ads, the map pack, an AI Overview, regular links and other features.
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