Click-through Rate
Click-through Rate (CTR): CTR is the metric used to determine what percentage of users click on a given listing. CTR is calculated as: clicks/impresions
A number of factors influence CTR in addition to rank. These include title, description, ad relevance, and industry. While all of these variables should be considered when you work to improve your CTR, the drop in CTR by rank was observed consistently in the data for this research, independent of these factors.
In summary: To get a click, your ad first needs to get an impression, then someone needs to click onyour ad. To determine what impact rank has on impressions and CTR, we analyzed hundreds of millions of impressions and clicks for tens of thousands of keywords across a diverse set of industries and categories as they moved up and down in rank.