Compare clicks, impressions, and CTR
Start with the example or enter your report totals. Use equal-length periods and the same filters.
- Clicks
- -10%
- -100 clicks
- Impressions
- +20%
- +5,000 impressions
- CTR
- -1 pp
- -25% relative
pp = percentage points. Percentages are rounded to two decimal places. A relative change from a zero baseline is undefined.
What would a different CTR mean?
1,200 clicks at 4% CTR on 30,000 impressions (+300 clicks compared with your current period).
A scenario, not a forecast. This holds impressions constant and rounds to whole clicks. Choose a target from your own comparable reports.
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Have a whole export to review? The CSV opportunity finder compares rows and builds a shortlist using your CTR scenario.
How do you calculate CTR?
Click-through rate (CTR) is clicks divided by impressions, expressed as a percentage. If a page gets 900 clicks from 30,000 impressions, its CTR is 3%.
CTR (%) = clicks ÷ impressions × 100
This is the CTR definition used by Google Search Console. The arithmetic also works for comparable click and impression totals from Bing Webmaster Tools.
Use totals from one report scope. For example, pair a page’s clicks with that page’s impressions for the same dates. A property-wide click total divided by one query’s impressions is a different ratio.
Should I average the CTR of my rows?
Add clicks and impressions separately, then divide. Two non-overlapping rows with 10 clicks from 100 impressions and 10 from 1,000 have a combined CTR of 20 ÷ 1,100 = 1.82%. Averaging their individual rates of 10% and 1% would give 5.5%, overstating the result.
This works for rows that partition the same population. Use the report’s own totals when rows overlap or the export is incomplete.
Percentage change is not percentage-point change
| Metric | Previous | Current |
|---|---|---|
| Clicks | 1,000 | 900 |
| Impressions | 25,000 | 30,000 |
| CTR | 4% | 3% |
Clicks fell 10% while impressions rose 20%. CTR fell by 1 percentage point, which is a 25% relative decrease: (3 − 4) ÷ 4 × 100. Both descriptions are correct, but they answer different questions.
When the earlier value is zero, a relative percentage change is undefined. The calculator still shows the absolute difference. With zero impressions, CTR is undefined too; showing 0% would imply there were impressions but no clicks.
If your report looks like this example, follow the guide to falling clicks and rising impressions to investigate where the change happened.
What is a good CTR to aim for?
For a non-branded query around position 3, 4–8% is a useful starting range. At position 8, 2% can already be healthy. Use our guide to what counts as a good CTR for practical thresholds, published benchmarks, and examples covering branded searches and AI Overviews.
Choose a target from that context or your own comparable queries. The calculator’s default of 4% is just an example. At 30,000 impressions it would mean 1,200 clicks. That is a scenario, not a prediction that a particular edit will produce it.
For a cleaner branded comparison, use the Search Console regex builder to group spelling variations of your brand.