CTR comparison calculator
Compare click-through rates across periods using clicks and impressions. See percentage-point change, relative change and the split between impression and CTR components.
Compare your periods
Free to use. This browser calculates the counts you enter and doesn't submit them.
Sample and dates
These figures come from one operator's properties, not from a representative sample of the web. Operator disclosure. For a separate published organic curve, see Advanced Web Ranking.
Measured sample windows: through (earlier), and through (later). Fetched . Dated source snapshot
Both date boundaries are inclusive in Pacific Time. Google's date convention
Using the comparison
Compare periods of equal duration with matching filters. Keep the raw counts beside the rates when reviewing performance. Don't treat a higher CTR alone as a performance verdict.
Google recommends comparing a period with a drop to a similar period and analyzing search types separately. Google's comparison guidance
Calculation method
Formulas
Search Console defines CTR as clicks divided by impressions. Google's CTR definition
CTR is clicks divided by impressions. Google's definition
- Percentage-point change
(later CTR fraction − earlier CTR fraction) × 100- Relative CTR change
(later CTR fraction − earlier CTR fraction) / earlier CTR fraction × 100- Net click change
later clicks − earlier clicks- Impression component
(later impressions − earlier impressions) × (earlier CTR fraction + later CTR fraction) / 2- CTR component
(later CTR fraction − earlier CTR fraction) × (earlier impressions + later impressions) / 2
Reading the results
Read the components as signed click equivalents. Use their sum to check the net click change. Don't interpret the split as causal attribution, statistical significance or an A/B-test verdict.
Calculations use unrounded ratios; displayed results are rounded. Rounded component totals can differ slightly from the raw click change. Calculator source. When a period has no impressions, leave its CTR and both components undefined. Keep the raw click change. When earlier CTR is zero, leave relative CTR change undefined.
The measured cohort with and without the largest property
Of 38 queried property selections, 36 have positive impressions in both periods. Audited cohort counts
The largest property by combined impressions across the periods is belikenative.com. Selection audit
Read the pooled and excluded views together. Don't infer what happened to a typical site from this comparison.
Pooled CTR decreases; CTR excluding the largest property increases. Audited direction changes
| View | Period | Clicks | Impressions | CTR | Source |
|---|---|---|---|---|---|
| All measured properties | Earlier | 1715 | 424845 | 0.4037% | Audited counts · CTR calculation |
| All measured properties | Later | 1814 | 462488 | 0.3922% | Audited counts · CTR calculation |
| Same cohort excluding largest | Earlier | 555 | 115668 | 0.4798% | Audited counts · CTR calculation |
| Same cohort excluding largest | Later | 746 | 133313 | 0.5596% | Audited counts · CTR calculation |
The largest property was selected by combined-period impressions and removed identically from both periods as a descriptive sensitivity check. Exclusion method
How we measured this
Recorded data and checks
We measured Google Search Analytics property totals using Web search and final data, with aggregationType byProperty. Raw harvest and stamped fetch date
The adapter cross-checks the primary flat-response calculation against the daily-response calculation. Verification code
Compare the recorded totals with the summed daily rows in the Google Search Analytics response snapshot.
The audit confirms consecutive windows of equal duration without overlap. Window check. Read the matched start and end dates in the dated extract.
Both verification routes use Google Search Analytics; agreement checks route consistency rather than independent external accuracy. Verification limits
When Search Analytics groups by date, days without data are omitted. API documentation. Don't treat missing dates as separately observed zeros.
Cohort and limits
The 2 omitted selections with zero counts in both periods are tg.zovo.one and tgtools-site.lipmichal.workers.dev. Excluded selections
The excluded tg.zovo.one URL-prefix overlaps the zovo.one domain property. It has zero counts in both periods, so measured aggregate counts are unaffected. Overlap finding
The measurement adapter calculates percentage CTR from clicks divided by impressions. Calculation and display-rounding code
Keep property aggregation consistent across numerators and denominators. Don't mix page totals into this property comparison.
Data grouped by Pages or Search appearance is aggregated by page. Google's aggregation documentation
The matched windows don't control for seasonality, site changes or search changes. Study limitations
Download the measured property counts as CSV or JSON. The recorded period and daily responses support recomputation of the audit.