Check whether your Google click-through rate is normal for your position, or see what ranking higher would be worth in clicks, leads and clients each month.
Organic CTR is clicks divided by impressions, times 100, and Google Search Console shows it for every page and search. What counts as normal depends on position: in a 2026 study, position 1 averaged 20.02% on desktop, position 3 averaged 3.89%, and everything from 6 to 20 sat under 1%.
Who this is for: Coaches, consultants and founders who see clicks and impressions in Search Console and want to know what to do with them.
The first mode works out your CTR with the standard formula: CTR = clicks ÷ impressions × 100. 90 clicks from 6,000 impressions is 1.5%. It then looks up the typical CTR for your average position and tells you whether you are above, about at, or below it.
The typical figures come from Advanced Web Ranking's 2026 organic CTR study, published in September 2026. It uses anonymised Search Console data from millions of US search results. We use its desktop snapshot for July 2026, across all types of search, for positions 1 to 20. Search Console gives average positions like 4.2, so we read between the two nearest positions.
The second mode is an SEO traffic estimator. It multiplies monthly searches by the typical CTR at your current and target positions to get the extra clicks, then applies your own conversion rates to turn those clicks into leads, clients and revenue.
Here is the curve the calculator uses. The second column is for results pages where Google showed an AI Overview at the top.
| Position | Typical CTR | With an AI Overview |
|---|---|---|
| 1 | 20.02% | 9.69% |
| 2 | 10.36% | 3.69% |
| 3 | 3.89% | 1.7% |
| 4 | 1.71% | 1.27% |
| 5 | 1.08% | 1.02% |
| 6 to 10 | 0.46% to 0.73% | 0.34% to 0.55% |
| 11 to 20 | 0.27% to 0.88% | 0.22% to 0.91% |
Source: Advanced Web Ranking, Google US, desktop, all intents, July 2026. Treat these as rough averages. Other studies give different numbers: Backlinko's study, last updated in April 2025, put position 1 at 27.6%. On mobile, Advanced Web Ranking's July 2026 figure for position 1 was 35.74%. Curves also vary by the type of search, and your brand name will always be clicked far more than a general search.
Take a search with 5,000 searches a month. At position 14 the typical CTR is 0.88%, which is about 44 clicks. At position 3 it is 3.89%, about 195 clicks. That is roughly 150 extra visitors a month from one page.
Whether that matters depends on what happens next. If 2% of visitors become leads and 10% of leads become clients worth £2,000, those 150 visitors are about 3 leads, 0.3 clients and £600 a month on average. That is one new client every three months or so, from a page you only had to improve once.
Notice where the gain sits. Going from 14th to 6th barely moves the number, because both are under 1%. Nearly all of it comes from getting into the top 5, and most of that from the top 3. That is why the calculator points you at the jump from page 2 to the top 5, not small moves on page 2.
If you are in the top 5 and well below the typical figure, look at your title first. Does it use the words people typed? Is it cut off? Does it give a reason to click? Our headline analyzer scores titles and suggests better ones.
Next, check the results page itself. An AI Overview, ads, a map or a video carousel can push you down the screen. Advanced Web Ranking found an AI Overview roughly halved the CTR at position 1. If you are on page 2, CTR is low because of position, and the fix is a better page, not a better title. Our guide to organic CTR by position covers seven ways to raise it.
Use it to decide where to put effort, not as a promise. Keyword tools only estimate search volume, and your real CTR depends on your listing and what else is on the page. Your own Search Console impressions are the most honest input.
Run it for your 5 pages with the most impressions and compare them. The page with the biggest revenue gain is usually the one to improve first. If you want AI tools to send you visitors too, read how to get recommended by ChatGPT.
Divide clicks by impressions and multiply by 100. In Google Search Console, open Performance, then Search results, and switch on Average CTR. For example, 90 clicks from 6,000 impressions is a 1.5% CTR.
A good organic CTR is one at or above the typical figure for your average position. In Advanced Web Ranking's July 2026 desktop data, position 1 averaged 20.02%, position 3 averaged 3.89% and every position from 6 to 20 was under 1%.
Keyword tools such as Google Keyword Planner give an estimate of monthly searches. If you already rank for the search, the impressions in Search Console for a typical month are usually a better guide, because they are your own data.
It is a rough guide. It uses average CTRs from one published study, and your real CTR depends on your title, the type of search, AI Overviews and what else is on the results page. Use it to compare options and decide where to put effort, not as a forecast.
More free calculators