CTR

CTR stands for click-through rate. It tells you what percentage of appearances led to a click. In a search-performance report, you calculate it by dividing clicks by impressions and multiplying by 100. It helps you understand how often a displayed result attracts a visit, rather than just how often it is shown.

Suppose your result receives 1,000 impressions and 30 clicks. Its CTR is 3%: three clicks for every hundred appearances. A result with only ten impressions and one click has a higher CTR of 10%, but far less information behind the percentage.

In My Site Insights, read CTR alongside impressions and position. A change is a reason to investigate the search phrases and results, rather than an automatic instruction to rewrite a title. Check whether you are comparing similar periods and whether the number of impressions is large enough to make the comparison useful.