> ## Documentation Index
> Fetch the complete documentation index at: https://wiki.platelunchcollective.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Organic Click-Through Rate

> Organic click-through rate (CTR) is the percentage of users who click on a search result after seeing it — calculated as clicks divided by impressions.

*Measurement* · *Citation & Visibility Measurement*

## Definition

Organic click-through rate (CTR) is the percentage of users who click on a search result after seeing it — calculated as clicks divided by impressions. It is measured per query and per page via Google Search Console.

## Why It Matters for AI Search

Organic CTR is declining across the board as [AI Overviews](https://www.platelunchcollective.com/services/answer-engine-optimization), featured snippets, and other zero-click features answer queries without requiring a click. This does not mean CTR is irrelevant — it remains a meaningful signal of title and meta description effectiveness, and it is the primary way to measure how much traffic a page is actually capturing versus how often it appears. For brands tracking the impact of AI search on their traffic, comparing impressions-to-CTR ratios over time is one of the clearest ways to quantify zero-click displacement.

## Related Terms

<CardGroup cols={2}>
  <Card title="Zero-click search" href="/ai-search-glossary/zero-click-search" />

  <Card title="SERP feature" href="/ai-search-glossary/serp-feature" />

  <Card title="AI Overviews" href="/ai-search-glossary/ai-overviews" />

  <Card title="Impression share" href="/ai-search-glossary/impression-share" />

  <Card title="Visibility gap" href="/ai-search-glossary/visibility-gap" />
</CardGroup>

## Relevant Plate Lunch Collective Services

[AI Search Visibility Assessment](https://www.platelunchcollective.com/services/context-map)  [Context Map](https://www.platelunchcollective.com/services/context-map)