What is CTR?

CTR (Click-Through Rate) is the percentage of people who click something after seeing it — calculated as clicks divided by impressions. In Google Ads a search ad CTR of 4–6%+ is generally healthy; on display or social it's far lower. A high CTR signals that your headline and offer match what people want, which in paid search also lifts your Quality Score and can lower your cost per click. But CTR alone can mislead: clicks that don't convert cost money, so always read CTR alongside conversion rate.