Click-through rate calculator

Click-through rate is clicks divided by impressions, multiplied by a hundred. A page shown 2,140 times that got 9 clicks has a rate of 0.42 percent. Search Console reports both figures for every page and every query, over any window, and the rate beside them; the calculator is for the figures you have written down or want to test.

CTR = clicks ÷ impressions × 100
9 ÷ 2,140 × 100 = 0.42 %

There is no good rate without a position. The first result on a page takes roughly a quarter to a third of the clicks; the third takes under a tenth; the tenth takes one or two in a hundred. A rate of two percent is excellent at position nine and a disaster at position one. So the calculator asks for the average position, and shows the typical range at that position from public click-through studies, said as approximate, because they disagree on the exact figures and every query is different.

Two things move the whole curve down: what sits above the results, and what the query wants. A results page with ads, a map, a shopping strip or an AI answer at the top leaves fewer clicks for the ten links. A query with a plain answer, a date, a conversion, gets the answer on the page and few clicks anywhere. Read the range as the shape of the curve, not as a target.

• Click-through rate is the division, shown with its terms. Typical range at that position is the approximate share of clicks a result at that position gets on an ordinary results page.
• Reading says under, inside or above the range. Under the range at a good position is the cheapest fix in search: the title and the description are losing to the results around them.
• At the typical rate and Two more clicks a hundred turn the gap into clicks on the same impressions, which is what a rewritten title is worth before any change of position.
• If the rate were takes a target and gives the clicks; the other way round takes impressions and a target and says what rate that means, and whether it is realistic at your position.
• Paste rows from Search Console takes the Queries or Pages table (copied, or the CSV export) and ranks every row by the clicks it leaves behind against the typical rate at its position. The top rows are the titles to rewrite first. Nothing leaves your browser.

1. 1

   Open the Performance report

   Search Console, Performance, Search results. Set the date range to the last three months so small pages have enough impressions to mean something.

2. 2

   Pick the Pages tab or the Queries tab

   Pages tells you which titles to rewrite; Queries tells you what people typed. For one page, filter by page and read its queries.

3. 3

   Copy the rows or export

   Select the rows of the table and copy them, or use Export and open the CSV. Both give five columns: the query or page, clicks, impressions, CTR, position.

4. 4

   Paste them here

   The tool reads the rows, computes the typical rate for each position, and sorts by the clicks lost. Copy the rows under the typical rate to a sheet and work down the list.

The range is a typical curve, not a measurement of your query. Branded queries run far above it, informational ones with a featured snippet or an AI answer far below. A single page with few impressions moves by chance; read three months, not a week. The pasted rows are read in the browser and never sent anywhere; the clicks lost are an estimate against the middle of the typical range, which is why they are for ordering, not for a forecast.