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What Is a Good Click-Through Rate? [5+ Steps to Improve CTR]

What Is a Good Click-Through Rate_ [5+ Steps to Improve CTR]

Click-through rate, or CTR, is measured by the number of clicks divided by the number of impressions. Every day you scroll past hundreds of different articles, images, videos, and other media without clicking on them.

For the people who published that media, this means they got an impression, but not a click. 

Let’s say an article receives 400 impressions (it has been displayed 400 times), and 10 clicks. In this case, the CTR for the said article would be 2.50.

Now we reach the question you’ve all been asking:

What is a good click-through rate?

That’s exactly what we’re going to find out in this article. And much more.

Let’s get started, shall we?

Why Does CTR matter?

Before we dig deeper into click-through rate analysis, let’s establish why it matters for businesses and why you should care about your CTR.

Click-through rate is used to measure user engagement. It can help you understand how well your keywords and ads are performing, and to determine the overall interest for your brand.

For example, you can benefit from knowing your click-through rate in PPC campaigns. Once you overview the number of impressions and the number of clicks on your ads, you can analyze the results and think of ways to optimize your PPC campaigns.

In practice, CTR is a way of determining whether your marketing efforts are successful or not.

In order to further elaborate, let’s imagine click-through rate in a real-life situation. A hundred people are in a local shopping mall and browsing through all the stores. 42 of them enter the clothing shop, 18 visit the coffee shop, 30 go to the pet store, and 10 visit the bookstore.

What would this mean in terms of CTR?

The clothing shop gets a 42% click-through rate, the coffee shop has an 18% CTR, the pet store receives 30% click-through rate, and the bookstore has 10% CTR.

Now imagine that you have a thousand people passing by a gas station, but only 13 of them stop to fill their tanks. This would mean the gas station gets a thousand impressions, and 13 clicks, thus the CTR is 1.30.

You easily apply the same logic to online shops, ads, or just SERP results. You see, clicks can potentially convert into sales, so it’s understandable why click-through rates have a significant value for your marketing efforts.

Bonus tip: You can use a CTR calculator to save yourself time.

What Is a Good Click-Through Rate?

Industries with the highest CTR by media

Naturally, there’s no universal answer, since it depends on your industry. Different industries have different specifics, thus a good click-through rate is variable.

The highest average click-through rate is in the arts and entertainment industry – 10.67%. At the opposite end of the spectrum, attorneys and legal services have an average CTR of just 3.84%.

Top 10 industries with the highest average CTR:

  1. Arts and Entertainment – 10.67%
  2. Travel – 8.54%
  3. Automotive – 7.93%
  4. Real Estate – 7.75%
  5. Sports and Recreation – 7.73%
  6. Restaurants and Food – 7.19%
  7. Animals and Pets – 6.45%
  8. Shipping, Collectibles and Gifts – 6.33%
  9. Apparel, Fashion and Jewelry – 6.19%
  10. Personal Services – 6.12%

Now let’s dissolve what a good click-through rate is by media.

What Is a Good Click-Through Rate for Facebook Ads

A good average CTR for Facebook ads is 0.90% across all industries. However, it varies for different industries. For example, legal and retail have an average Facebook Ad CTR between 1.61% – 1.59%.

Top 12 industries with the highest average CTR for Facebook Ads:

Industry Average CTR
Legal 1.61%
Retail 1.59%
Beauty 1.16%
Technology 1.04%
Fitness 1.01%
Real Estate 0.99%
Travel and Hospitality 0.90%
Healthcare 0.83%
Auto 0.80%
B2B 0.78%
Education 0.73%
Home Improvement 0.70%

What Is a Good Click-Through Rate for YouTube

According to YouTube, 50% of channels achieve an average click-through rate of 2-10%. Regarding your own channel, a good CTR is one that beats your channel average. Thus, if your average video CTR is 2%, you should be aiming for 3% or more.

The average click-through rate for YouTube ads is 0.65%. 

Top 11 industries with the highest average CTR for YouTube ads:

  1. Toys – 1%
  2. Gaming – 0.9%
  3. Retail – 0.84%
  4. Travel – 0.78%
  5. Automotive – 0.65%
  6. Education – 0.56%
  7. Healthcare and Insurance – 0.45%
  8. Health and Beauty – 0.44%
  9. Entertainment – 0.43%
  10. Fashion – 0.4%
  11. Electronics – 0.38%

What Is a Good Click-Through Rate for Instagram

The median average click-through rate for Instagram across all industries is 0.98%. It’s interesting to note that this social media medium seems to be most beneficial for higher education profiles. In addition, it tends to be quite advantageous for nonprofit organizations and alcohol brands.

Top 5 industries with the highest average CTR on Instagram:

  1. Higher education – 3.19%
  2. Sports team – 1.79%
  3. Influencers – 1.42%
  4. Nonprofits – 1.41%
  5. Alcohol – 1.17%

What Is a Good Click-Through Rate for LinkedIn

LinkedIn is a bit different from other social media platforms, as not all clicks on ads are chargeable. The average CTR on LinkedIn for sponsored content varies between 0.44% – 0.65%.

However, there is a difference in click-through rates depending on the type of ad. For example, single image sponsored content has a 0.56% open rate, and text ads have only 0.02%.

Top 9 industries with the highest average CTR on LinkedIn:

  1. Retail – 0.8%
  2. Transportation and Logistics – 0.67%
  3. Consumer Goods – 0.6%
  4. Healthcare – 0.58%
  5. Corporate Services – 0.5%
  6. Financial Services – 0.49%
  7. Public Administration – 0.46%
  8. Media and Communication – 0.42%
  9. Education – 0.42%

What Is a Good Click-Through Rate for Newsletters

In 2021, the average click-through rate for newsletters was 2.3% across all industries. The Click-through rate for email marketing is calculated by emails clicked on divided by emails sent minus bounces.

Top 7 industries with the highest average CTR for newsletters:

  1. Education – 4.4%
  2. Real Estate – 3.6%
  3. Agriculture – 3.4%
  4. Healthcare – 3.0%
  5. Media and Entertainment – 2.9%
  6. Government and Politics – 2.8%
  7. Nonprofit – 2.7%

How to Improve Click-Through Rates

You’ve checked what your click-through rate is, and you’re not satisfied by the results. The question arises: “How do I improve my CTR?”


We’ll help answer that question.

Here are some tips on how to improve your organic click-through rate.

1. Write unique meta descriptions.

When it comes to being on the first page of Google, it’s essential to write unique and compelling meta descriptions. It’s basically the only piece of information, apart from the title, that the user sees. Hence, it can make the difference between clicking on your article or not.

2. Test headlines.

Is your headline effective enough to attract potential customers? The only true way of understanding this is to test and then analyze the results. Use older articles, write down your current CTR results, then change the headline, give it some time and write down the new CTR results. Obviously, you need to consider the type of article, as what works for a listicle will probably not work for a more sales-oriented article.

3. Experiment a lot.

Don’t be afraid to experiment with your titles and meta descriptions. There’s no exact science to what will work, and what won’t. For example, some digital marketers may experiment with emojis in meta descriptions. This may or may not have a positive effect, as it’s hard to predict human behavior. Still, unless you try it, you will never be sure of what could be beneficial for you.

4. Use long-tail keywords.

Long-tail keywords are proven to be effective in boosting organic CTR. They are descriptive and match the user search intent, which leads to a reduction in bounce rates. Use long-tail keywords in your title and meta description, this will make your article more relevant to the user, and they’ll be more likely to click on you.

5. Optimize for featured snippets.

Did you know the first position on Google has an average click-through rate of 31.7%? However, studies have indicated that when a SERP contains a featured snippet, the CTR for the first position drops by an average of 5.3%. It’s not hard to understand why. After all, featured snippets are typically the most relevant search results which aim to provide direct information regarding the query.

6. Add images to your content.

Images are a great way to add extra visibility to your content. They make your article richer and more interesting. Also, they could provide a boost in CTR. Furthermore, you have the chance of an image appearing in both the “Images” section and as a featured snippet you’ve ranked for. This means that you have a higher chance of someone clicking on your image and visiting your article.

Wrapping Up

To sum up, click-through rate is an important metric for digital marketers. It tells them whether their efforts have been successful or not.

Yet, you now understand that a good click-through rate depends on the media type and industry you’re in.

Remember to keep on experimenting and trying to find ways to improve your CTR. Feel free to share your experiences, tips and any tricks on how you’ve managed to leave a long-lasting impression.

That’s all for now, thank you for your click!