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    CTR Curve Calculator

    The organic click-through rate curve by position, plus what moving up a few places is worth in clicks and equivalent ad spend.

    Clicks at position 11

    180

    Clicks at position 4

    1,330

    Difference

    +1,150

    638.9% change · $2,875 of equivalent ad spend

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    Organic CTR by position (the full curve)

    This is the click-through rate curve the calculator uses, position 1 to 20. Positions 1–10 come from aggregated organic click-through data; 11–20 taper linearly because page-two traffic is small and noisy. Clicks are shown for the impression volume you entered above.

    Average organic click-through rate by Google position
    Google positionAverage CTRClicks from 10,000 impressions
    Position 131.7%3,170
    Position 224.7%2,470
    Position 318.7%1,870
    Position 413.3%1,330
    Position 59.5%950
    Position 66.8%680
    Position 75.1%510
    Position 83.9%390
    Position 93.0%300
    Position 102.3%230
    Position 111.8%180
    Position 121.7%169
    Position 131.6%158
    Position 141.5%147
    Position 151.4%136
    Position 161.2%124
    Position 171.1%113
    Position 181.0%102
    Position 190.91%91
    Position 200.80%80

    Why your own CTR will not match the curve

    A CTR curve is an average across millions of queries, so treat it as a planning baseline rather than a forecast. Branded queries pull far above it, because searchers already know who they want. Queries with an AI Overview, a featured snippet or a local pack pull well below it, because the answer is on the page before your result. Toggle “AI Overview present” above to see how much that single feature removes.

    In short

    The organic CTR curve describes what share of searchers click each Google position. Position 1 takes roughly 31.7% of clicks, position 2 about 24.7%, position 3 about 18.7%, and by position 10 it is around 2.3%. Page two collapses below 2%. The curve is non-linear, which is why moving from position 11 to position 4 typically multiplies traffic several times over while moving from 40 to 30 changes almost nothing. Branded queries run far above the curve; SERPs with an AI Overview, featured snippet or local pack run well below it.

    Worked example

    What the output looks like

    Input
    10,000 monthly impressions, position 11 → position 4, $2.50 CPC
    Output
    Position 11: 180 clicks · Position 4: 1,330 clicks · +1,150 clicks · $2,875 of equivalent ad spend
    How to read it
    Seven positions is the difference between a page nobody sees and a page carrying real traffic, because the curve is steepest across the page-one boundary. The same seven-position gain from 40 to 33 would be worth fewer than 15 clicks.

    How it works

    1

    Enter impressions, not guesses

    Use the impressions figure from Search Console for the query or page, or monthly search volume if you are planning a page that does not exist yet.

    2

    Set the positions you are comparing

    Current position and target position. The calculator returns expected clicks at both and the difference between them.

    3

    Adjust for SERP features

    An AI Overview removes roughly 45% of organic clicks across the page. Toggle it on when the SERP has one, or your forecast will be optimistic.

    What this tool does

    • Full organic CTR table for positions 1-20
    • Expected clicks for your own impression volume
    • Value of a position gain in clicks and ad-spend equivalent
    • AI Overview adjustment for depressed organic CTR

    Questions

    Frequently asked

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