SEO & GEO
CTR (click-through rate)
By Rubén García · 3 min
Percentage of people who click out of those who see a link or ad.
Calculated as clicks ÷ impressions × 100. It's the key metric to measure the impact of AI summaries on organic traffic.
Example: if a result is shown 2,000 times and gets 60 clicks, its CTR is 3%. It's used for organic search as well as ads, emails or banners.
In search, CTR depends heavily on position, the title and description shown, and what appears above (ads, AI summaries, videos). So a low CTR doesn't always mean poor content.
Google Search Console reports CTR per page and query, which helps spot results with many impressions but few clicks.
