CHECK THE INPUT BEFORE EXPLAINING THE RESULT

CTR calculator

Calculate click-through rate from matching clicks and impressions. Combine totals correctly, handle zero impressions and investigate low CTR with GSC filters.

Start a check

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Result and scope

Waiting for input. No result is not zero.

Use the check to solve a problem

Use clicks and impressions from the same property and filters.
Compare meaningful segments before averaging across queries.
Review position, query mix and intent before changing a title.

Continue with the related guide →Save evidence, check language groups or create tasks →

Calculate from matching totals, then investigate intent

Enter clicks and impressions from the same property, search type, date range and filters. For example, 20 clicks from 1,000 impressions is 2%. If impressions are zero, a meaningful CTR is unavailable; zero divided by zero must not become an apparent performance score.

Combine segments by adding clicks and impressions before dividing. Do not average their percentages: 20/1,000 and 5/100 combine to 25/1,100, about 2.27%. These are arithmetic examples, not benchmarks or customer outcomes.

In GSC's Search results performance report, apply the same page and query filters and compare average position, country and device. A low CTR can reflect low positions or a changed query mix. The calculator cannot decide that a title rewrite is the correct fix.

Calculate one scope, then investigate the difference

Use clicks and impressions from the same report scope and dates. The calculator cannot decide whether the CTR is good for your query.

On a narrow screen, scroll the table sideways to read the verification column.

What you observe	What to do	What to retain or verify
Impressions are zero	Keep CTR undefined and confirm whether zero was returned or the report was unavailable.	No denominator means no CTR; do not replace missing data with 0%.
You combine pages or compare windows	Sum clicks and impressions, then divide; keep query, market, device and position changes alongside the ratio.	A difference is an observation; a title change needs separate reader and result evidence.

Work through the distinction

Teaching calculation: 200/10,000 = 2%; 180/12,000 = 1.5%. The drop is 0.5 percentage points, or 25% relative. Those are different quantities.