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Dashboards & Metrics
Dashboards & Metrics

How does Nozzle calculate CTR?

We look at everything to determine the clickthrough rate metric.

Updated December 2, 20221 min read

Nozzle uses a very robust system to calculate your clickthrough rate.

"best camping stove" gets 2,900 searches a month. A generic CTR curve gives rank 1 the most clicks, but on the real page the sponsored result above it is modelled to take more: 7.36% against 4.73%. Nozzle shares each page's clicks across every element by its size and position, so every result gets its own Click Through Rate and Estimated Traffic. When the page changes, the numbers move: the listing at rank 3 drew 302 visits on Aug 11, 2026 and 39 on Aug 27.

Film · 40 sOn "best camping stove" the ad above rank 1 is modelled at a 7.36% click-through rate, rank 1 at 4.73%. Nozzle models the clicks on each page as it is.

We determine a projected CTR based on each individual SERP, which is broken down by each element on the page. The following process shows how we generate this metric:

  1. We look at several up-to-date CTR studies to create a solid CTR curve that we can use as the foundation for both branded and non-branded keywords
  2. We examine the individual SERP for each keyword to determine the number of columns and if there are ads sections or zero-click features like dictionary results or direct answers.
  3. Each portion of the SERP that we discover is assigned a portion of the overall page clicks.
  4. Every result is weighed differently, based on size/pixel coverage.
  5. A clickthrough percentage is assigned to every link on the page, including sitelinks and extra buttons.
  6. A result may be weighted more depending on their position within a pack – e.g., the top result of a People Also Ask box is far more likely to get clicked than one at the bottom.

All of these calculations are summed up and normalized so that each clickable item on that SERP is given a realistic CTR.

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Metric DefinitionsWhat each metric on your Nozzle dashboards measures, from Rank and Pixels from Top to SERP %, CTR, Estimated Traffic, PPC Value, and Search Volume.How does Nozzle calculate Estimated Traffic?How Nozzle calculates Estimated Traffic: monthly search volume multiplied by per-SERP CTR, summed across every result a domain has on the SERP.Keyword Clustering OverviewAn overview of Nozzle's Keyword Clustering Tool: the clusters chart, filters like URL count and traffic opportunity, and the data inside each cluster.