What does CTR say?
CTR Gives an indication of whether the result set is relevant and attractive enough to click further.
Glossary
Click-through rate
Search CTR is the proportion of searches that leads to a click on a search result.
Context is needed
Compare CTR by query type, device, market or category; averages may hide important differences.
Not the same as success
A higher CTR is not automatically better when conversion or customer satisfaction decreases at the same time.
Assess together
Combine CTR with zero-result searches, product clicks, conversion and quality query ratings.