Click-through rate, or CTR, compares clicks with impressions. In Google Ads, the calculation is clicks divided by impressions, multiplied by 100 to express a percentage. It describes the response to an advert being shown, rather than the number of bookings completed. Source: Google Ads: Click-through rate definition

Use a clear worked example

If an illustrative campaign records 60 clicks from 3,000 impressions, its CTR is 2%. Label the campaign and reporting period alongside the calculation. This makes it possible to compare the result with another advert using the same definition and scope.

Choose a useful comparison

Compare adverts with a similar purpose and audience, then review the enquiries that followed. Keep the ad message and landing page in the same discussion. A report centred only on clicking would leave the team without an answer to the next question: did the visit produce the action the campaign was designed to support?

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and recommendations are editorial illustrations, not customer results.