Total times the ad, post, or email was seen.
Total clicks on the link or CTA.
Used to grade your CTR against the channel norm.
Click-through rate is the share of people who saw something and clicked it. Calculating it is grade-school math; the harder part is knowing whether your number is good. That answer depends entirely on the channel — a 3% CTR is exceptional for display ads and embarrassing for organic email.
CTR = clicks ÷ impressions × 100
| Google Search ads | 6.42% | 4-9% typical |
| Google Display ads | 0.46% | 0.3-0.7% typical |
| Facebook ads | 0.9% | 0.5-1.6% typical |
| LinkedIn ads | 0.44% | 0.3-0.7% typical |
| TikTok ads | 1% | 0.5-2% typical |
| Organic social (avg) | 2% | 1-3% typical |
| Email marketing | 2.6% | 1.5-4% typical |
| Push notifications | 7.8% | 5-10% typical |
A high CTR with a terrible landing-page conversion rate is worse than a lower CTR with a good one. CTR is a top-of-funnel signal — it tells you the creative earned the click. To know if the click was worth earning, you also need conversion rate and revenue per click.
Depends on the channel. Google Search ads average 6.4%, Facebook ads 0.9%, organic social 1-3%, email 2-3%. Anything 1.5× the channel benchmark is solidly above average.
Search ads catch users who are actively searching for something — intent is built in. Display ads interrupt content people came for, so CTR is naturally 10-15× lower. It's expected, not a sign of failure.
Test the creative first (it's 70% of the variance), then the targeting, then the offer. For organic social, the headline and thumbnail are the only things that move CTR. For ads, both creative and audience matter.
No. Inputs stay in your browser and aren't sent anywhere. We log an aggregate event with the CTR number to PostHog so we know if the tool is being used, never your raw inputs.
UGC click-through rates run 2-4× the typical paid display ad on the same audience. Organic distribution earns the click instead of paying for it. That's the work we do.