What is CTR (Click-Through Rate)?
Click-through rate (CTR) is clicks divided by impressions, multiplied by 100. It compares recorded clicks with recorded displays, not unique people or website visits. Always specify which clicks the report includes.
Updated · 3 min read
How to calculate CTR
Use clicks and impressions for the same content, date range and paid or organic activity. Choose link clicks if that is what you want to measure, and label the result link CTR. If impressions are missing or zero, report the rate as unavailable rather than 0%.
A worked example
In this fictional example, a post records 120 link clicks from 8,000 impressions: 120 ÷ 8,000 × 100 = 1.5% link CTR. That means 1.5 recorded link clicks per 100 impressions. It does not establish that 120 different people visited the website.
| Metric | Example | What it tells you |
|---|---|---|
| Link clicks | 120 | Recorded clicks on links |
| Impressions | 8,000 | Recorded displays, including repeats |
| Link CTR | 1.5% | Link clicks relative to displays |
Not every click means a website visit
- All clicks: may include interactions with the post or profile. Check the report's definition before treating them as traffic.
- Link or outbound clicks: use the field that matches the destination you want to measure. A link click may lead somewhere inside the platform.
- Website sessions: require the destination and its analytics to load. Several clicks can belong to one session; some clicks produce no recorded session.
Google Analytics explains why clicks and sessions differ. Compare each stage separately: clicks, sessions, then completed enquiries or purchases. A higher CTR alone does not show that the business result improved.
YouTube CTR measures something different
YouTube's thumbnail CTR measures viewing after eligible thumbnail impressions. It is not a rate of clicks to your website. Its thumbnail count excludes some surfaces, including external websites and notifications; do not divide all video views by thumbnail impressions. See YouTube's impressions and CTR definitions.
Compare and improve CTR fairly
- Compare the same click definition and denominator. Clicks divided by reach are a different rate from clicks divided by impressions.
- Keep format, audience, reporting window and promotion status similar. Record the underlying counts beside the rate.
- Test a clearer benefit or destination label, then check the landing page outcome. One better-performing post is a useful lead for another test, not proof of causation.
Formula reference: Google Ads' CTR definition.
Click-Through Rate (CTR) FAQ
What is a good CTR on social media?
There is no universal target. Compare your own posts with the same click definition, format, audience and reporting window, and check whether the resulting visits achieve your goal.
What's the difference between CTR and engagement rate?
CTR uses recorded clicks relative to impressions. Engagement rate can include reactions, comments, shares or other specified interactions and may use a different denominator. Neither necessarily counts unique people.
Can I calculate CTR from clicks alone?
No. You also need matching impressions. A short-link visit count by itself is not enough, and a missing impression count does not mean the CTR is zero.