CTR calculator: find your click-through rate and missed clicks

A CTR calculator divides clicks by impressions and multiplies by 100: 180 clicks from 12,000 impressions is a 1.50% click-through rate. This one also shows how many clicks you lose against a target CTR, what those clicks are worth, and, if you paste a Search Console export, which queries or pages are missing the most clicks.

Nothing you type is stored or sent anywhere. The calculator runs in your browser.

How to use the CTR calculator

1. Pick one page, ad or email to check a single result, or many rows from Search Console to check a whole report at once.
2. Enter clicks and impressions for the same period, or paste your rows. In Search Console, open Performance, choose Queries or Pages, and export the table. Paste the CSV as it is: the calculator finds the Clicks and Impressions columns from the header and ignores the rest.
3. Set a target CTR. Use the CTR your best pages already get at a similar position, not a number from a blog post.
4. Add your conversion rate and value per conversion if you want the missed clicks turned into money. Leave them blank if not.

In bulk mode the table is sorted by missed clicks, so the rows at the top are the titles and descriptions worth rewriting first.

How it works: the CTR formula and the missed-clicks math

Google Ads defines CTR as clicks ÷ impressions, and the Search Console Performance report uses the same definition: the click count divided by the impression count. The calculator applies these formulas:

• CTR: clicks ÷ impressions × 100
• Clicks at target: impressions × target CTR
• Missed clicks: clicks at target − actual clicks, and never below zero
• Extra conversions: missed clicks × conversion rate
• Extra value: extra conversions × value per conversion
• Overall CTR for many rows: total clicks ÷ total impressions × 100

That last line matters. If you average the CTR column instead, a query with 800 impressions counts as much as one with 5,200, and the result is wrong. The calculator shows both numbers so you can see the gap.

One limit to know: Search Console groups data by site in the chart and by page in the table, so the two totals can differ a little. Compare like with like.

Worked example: how to calculate CTR for one page and a full report

These are example figures, the calculator's defaults.

One page. 180 clicks from 12,000 impressions: 180 ÷ 12,000 = 0.015, or 1.50%. At a 3% target the same impressions would bring 12,000 × 0.03 = 360 clicks, so the page misses 360 − 180 = 180 clicks. If 2% of visitors buy and an order is worth $80, that is 180 × 0.02 = 3.6 orders, or 3.6 × $80 = $288 in that period.

A Search Console export. Five queries:

Query	Clicks	Impressions	CTR	Missed at 3%
shopify seo	12	5,200	0.23%	156 − 12 = 144
shopify seo checklist	41	3,900	1.05%	117 − 41 = 76
how to improve shopify seo	9	2,100	0.43%	63 − 9 = 54
product page checklist	66	1,400	4.71%	0
shopify meta description	25	800	3.13%	0

Total clicks are 153 and total impressions 13,400, so the overall CTR is 153 ÷ 13,400 = 1.14%. The simple average of the five CTRs is 1.91%, which flatters the report because the two small rows have the highest rates. Missed clicks add up to 144 + 76 + 54 = 274. More than half come from one query, so that is the title to fix first.

What is a good CTR?

There is no single number. Google's own help page says a good CTR is relative to what you are advertising and on which networks. For organic search, CTR depends mostly on your position, what else is on the page (ads, maps, videos, AI answers) and whether the query is a brand search. A page in position 9 with a 0.5% CTR may be doing fine. A page in position 2 with the same rate is not.

So set your target from your own data:

• Filter Search Console to pages with an average position between 1 and 3, and note their CTR. Do the same for 4 to 10.
• Use those numbers as targets for pages in the same position band.
• Leave out brand queries. People searching your name click at rates no other page will match.

For ads and email, compare against your own past campaigns on the same channel.

How to raise CTR on the rows with the most missed clicks

Start at the top of the sorted table and work down. For each page:

1. Match the words people searched. If the query is "shopify seo checklist" and your title says "Improve Your Store's Visibility", the searcher cannot see that you have their answer.
2. Say what they get. A number, a template, a price or a year in the title gives a reason to click. Keep the important words early, because Google cuts long titles to fit the screen.
3. Write a meta description that answers the query. Google says it uses your meta description when it describes the page better than the page text. You can preview both lengths in our meta tag checker.
4. Check what Google actually shows. Google can build the title link from your H1 or other text instead of your title tag, per its title link guide. Search the query and look.
5. Wait four weeks, then compare. Same period length, same query, before and after.

Low CTR on a page that ranks well is usually a title problem. Low impressions is a different problem: the page is not ranking. For that, see our Shopify SEO checklist and how to pick low-competition keywords a small site can win. And if clicks are fine but sales are not, the issue is on the page itself: run through the product page checklist.

FAQ

How do you calculate CTR?

Divide clicks by impressions and multiply by 100. If an ad or a search result gets 250 clicks from 10,000 impressions, the CTR is 250 ÷ 10,000 × 100 = 2.5%. Use clicks and impressions from the same period. For a group of pages or ads, add up all the clicks and all the impressions first, then divide, rather than averaging the separate CTRs.

What is a good CTR for organic search?

It depends on your position, the search features on the page and whether the query includes your brand. Google does not publish a target. The practical benchmark is your own data: take the CTR your pages earn in positions 1 to 3 and in positions 4 to 10, leave out brand queries, and use those as targets for pages ranking in the same band.

Why is my CTR low when my ranking is good?

Usually the title and description do not match what people searched, or the result sits below ads, maps, videos or an AI answer that take the clicks. Search the query yourself and look at what Google shows. Then rewrite the title around the exact words people use and say what they get by clicking. Compare four weeks before and after.

Should I average CTR across pages?

No. A simple average gives a page with 800 impressions the same weight as one with 5,000, which skews the result. Add up total clicks and total impressions, then divide. In the example above, the average of five CTRs is 1.91% but the real overall CTR is 1.14%. Search Console's own CTR figure is clicks divided by impressions.

What is the difference between CTR and conversion rate?

CTR measures how many people who saw your result clicked it. Conversion rate measures how many people who clicked went on to buy, sign up or book. A high CTR with a low conversion rate means the title promises something the page does not deliver. The calculator multiplies missed clicks by your conversion rate to show what better CTR is worth.