What is a good click-through rate? A good click-through rate (CTR) depends on the channel: around 2% or higher is solid for Google Search ads, display ads often sit near 0.5%, and email campaigns average 2–5%. CTR is the share of people who click after seeing your ad, link or email.
Click-through rate (CTR) measures how compelling your ad, search result or email is — the percentage of viewers who actually click. What counts as 'good' varies a lot by platform and industry, so always compare against the right benchmark.
CTR ranges
| CTR | Rating | What it means |
|---|---|---|
| Search ads | ~2%+ is good | High-intent traffic; well-matched keywords lift CTR. |
| Display ads | ~0.5% is typical | Lower intent; creative and targeting matter most. |
| Email marketing | ~2–5% is good | Depends on list quality and subject line. |
| Social ads | ~0.9–1.5% is typical | Varies widely by platform and format. |
What affects your CTR
- Relevance — how well the message matches the audience's intent
- Ad copy and creative — strong headlines and visuals earn clicks
- Targeting — reaching the right people raises CTR
- Position — higher placement gets more clicks
- Offer — a clear, compelling call to action
How to improve it
- Match your message tightly to the audience's intent
- Test multiple headlines and creatives
- Tighten targeting to the most relevant audience
- Add a clear, specific call to action
Work out your own numbers — the Click Through Rate Calculator does it instantly, for free, with the formula and a worked example built in.
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