If you’re investing in paid media or forecasting your return on investment from digital advertising it’s essential to be able to compare your ad clickthrough rates to other averages.
How is Ad clickthrough rate calculated?
Google define ad clickthrough rate as:
CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR.
For example, if you had 2 clicks and 100 impressions, then your CTR would be 2%. In our experience, this is a typical average CTR for Google Ads accounts.
On Smart Insights I have compiled this average ad clickthrough rate compilation for displays ads, social media ads and Google Ads.