Recorded clicks divided by recorded impressions for the same scope, multiplied by 100.
Click-through rate, or CTR, compares recorded clicks with recorded impressions. Calculate it by dividing clicks by impressions and multiplying by 100. The numerator and denominator must refer to the same platform, reporting scope and period.
This is a ratio of counted interactions and appearances, not necessarily the percentage of unique people who clicked. If there are no impressions, the rate is undefined because the denominator is zero. When combining groups, calculate from the combined counts rather than taking an unweighted average of their percentages.
Interpret CTR alongside query intent, result position, format and audience. A change can reflect a different mixture of searches rather than a title improvement or decline. A high value does not by itself establish a ranking signal, strong customer fit or successful conversion.
Takeaway: Use CTR to identify result groups worth examining, then inspect the actual context. Avoid a universal target that ignores the kinds of queries and results involved.
Example
A page receives 30 clicks from 1,000 impressions in a defined Search Console view. Its CTR is 3%. Another page with 3 clicks from 10 impressions has 30%, but the much smaller denominator makes it a different kind of observation rather than automatic proof of a better page.
What to check
Keep clicks and impressions visible beside the percentage. Compare like-for-like segments and check enough data to avoid overreacting to a few observations. Do not equate a CTR improvement with additional sales without outcome evidence.
For more detail, see Search Console impressions, position and clicks.