Calculate CTR from clicks and impressions for any marketing channel. Compare against 2026 benchmarks for Google Ads, email, display, social, and organic search.
Enter your clicks and impressions to calculate CTR. Select your channel for relevant benchmarks.
| Channel | Average CTR | Good CTR | Excellent CTR |
|---|---|---|---|
| Google Search Ads | 3.17% | 5%+ | 10%+ |
| Google Display Ads | 0.46% | 0.8%+ | 1.5%+ |
| Email Marketing | 2.62% | 4%+ | 7%+ |
| Facebook/Instagram Ads | 0.90% | 1.5%+ | 3%+ |
| LinkedIn Ads | 0.45% | 0.8%+ | 1.5%+ |
| Organic Search (Position 1) | 28.5% | 15%+ | 25%+ |
What is a good click-through rate?
It varies significantly by channel. Google Search Ads average 3.17% (good is 5%+). Email averages 2.6% (good is 4%+). Display ads average under 0.5%. Always benchmark against your specific channel, not a universal standard.
How do I improve CTR?
For Google Ads: improve ad relevance and Quality Score, test ad copy. For email: improve subject lines and preheader text, personalize. For organic search: improve title tags and meta descriptions, target featured snippets.
Is a high CTR always good?
Not necessarily. A high CTR with low conversion rate suggests misaligned messaging between ad and landing page. Optimize for CTR × Conversion Rate together, not CTR alone.