Calculators and planners
CTR calculator: what a better Google position is worth
See how many more clicks a keyword would bring if you moved up Google's results, and what those clicks are worth, using typical click rates or your own.
Free · No signup · Runs in your browser
The numbers below are an example. Replace them with your keyword’s.
From a keyword tool, or Search Console impressions.
Search Console's average position works. Use 30 if you're not in the top 20.
Share of visitors from this keyword who buy or enquire.
+180 clicks a month from moving to position 3
Worth about $540 a month, $6,480 a year, if the click rates below hold.
- Now (position 8)
- 60 clicks2.5% of 2,400 searches
- Target (position 3)
- 240 clicks10% of 2,400 searches
- Extra conversions
- 3.6a month
- Extra value
- $540a month · $6,480 a year
Extra clicks = 2,400 searches × (10% − 2.5%). Value = extra clicks × 2% × $150.
| Position | Click rate (edit) | Clicks a month | Value a month | |
|---|---|---|---|---|
| 1 | % | 672 | $2,016 | |
| 2 | % | 360 | $1,080 | |
| 3 | % | 240 | $720 | Target |
| 4 | % | 168 | $504 | |
| 5 | % | 120 | $360 | |
| 6 | % | 96 | $288 | |
| 7 | % | 72 | $216 | |
| 8 | % | 60 | $180 | You now |
| 9 | % | 48 | $144 | |
| 10 | % | 43 | $130 | |
| 11 to 20 | % | 19 | $58 | |
| 21 or lower | % | 0 | $0 |
About these click rates. They’re rough round numbers in the range public click-through studies report for organic results. Real rates vary a lot: brand searches get more clicks at the top, and results under ads, maps, videos or an AI answer get fewer at every position. Edit any row to use your own.
Better: your own numbers. In Google Search Console, open Performance, tick Average CTR and Average position, and look at your queries. Your click rate at each position beats any average.
How it works
Enter the keyword's monthly searches, where you rank now and where you want to rank.
Add your conversion rate and the value of a conversion. Edit the click rates if you have better ones.
Read the extra clicks and their value, and see what every position is worth.
What CTR means here
Click-through rate, or CTR, is the share of people who see a result and click it. In search it falls quickly down the page: the top result gets far more clicks than the third, and the third far more than the tenth. That's why moving one page from position 8 to position 3 can be worth more than ranking for a dozen new keywords on page two.
The calculator multiplies the keyword's monthly searches by the click rate at each position, takes the difference between where you are and where you want to be, and turns the extra clicks into conversions and money with your own numbers. The table under the result does the same for every position, so you can see where the big steps are.
Where the starting click rates come from
The table starts with rough round numbers in the range public click-through studies report for organic results: around a quarter or more of clicks for position 1, a couple of percent by position 10, and well under one percent on page two. Studies disagree with each other, because they measure different sites, countries, devices and years, so treat these as a starting point, not a measurement.
Real click rates swing a lot from one search to the next. Brand searches send most clicks to the brand. Searches with ads, a map, videos, shopping results or an AI answer above the organic results leave fewer clicks for every position. Edit any row in the table and everything recalculates.
Use your own click rates
Your Search Console data beats any average, because it's your site, your keywords and your searchers. In Search Console, open Performance, tick Average CTR and Average position, and look at your queries. Sort by position to see what you actually get at 1, 3 or 8, and type those numbers into the table. Search Console's position is an average across searches and devices, so lean on queries whose position is steady.
If you already rank on page one for the keyword, its impressions in Search Console also give a rough idea of the real monthly searches, which is often more useful than a keyword tool's estimate.
Picking the keywords to work on
The biggest wins are usually keywords where you already rank somewhere between 4 and 15, with real search demand. They need improvement, not a new page. Sort your Search Console queries by impressions, filter to those positions, and run the best candidates through this calculator to see which move is worth the most.
Moving up isn't the only way to earn more clicks. A clearer title and description can lift your click rate at the same position, especially when your snippet is vague, generic or cut off.
What it can't see
The calculator assumes clicks convert at the same rate at every position, and that the search results stay the same while you climb. It can't see how your result looks: review stars, prices, sitelinks or an image can each change the click rate at a given position, as can a new AI answer or ad above you.
Questions people ask
What is a good CTR on Google?
It depends on the position and the kind of search. The useful comparison is your own CTR against your other pages at the same position: a page well below its neighbours probably has a weak title or description.
Why are my real clicks lower than the calculator says?
Ads, AI answers, maps and other features above the organic results take clicks, and some searches are for another brand entirely. Replace the starting rates with your Search Console click rates for a closer estimate.
What does "21 or lower" mean in the table?
Below position 20 almost nobody clicks, so the table assumes none. If you don't rank for the keyword yet, enter 30 as your current position.
Where do I find a keyword's monthly searches?
In a keyword research tool, or from Search Console impressions if you already rank on page one.
Is the CTR calculator free?
Yes, with no signup. It runs in your browser and nothing you enter is sent anywhere.
Want it done for you?
Romeo moves the pages that are almost there
He finds the keywords where you rank just below the top spots, improves those pages, their titles and their internal links, and sends each change for you to approve.
