CTR is useful only after the comparison population is defined
Read click-through rate alongside position and query intent. A low-position research query and a high-position branded query should not share the same expected click behavior.
Search click-through rate divides clicks by impressions for the selected scope. A lower rate can reflect a different position, search appearance, device or query mix. Inspect those conditions before deciding that a title is failing.
A worked example
A hypothetical page moves from 100 clicks on 1,000 impressions to 120 on 2,000. CTR falls from 10% to 6%, but clicks rise. If the new impressions come from broader questions, the result does not support a simple claim that the page became less persuasive.
How to apply it
- Compare the same page and relevant query group across completed periods.
- Inspect position, device and search appearance before proposing snippet changes.
- Check whether the destination answers the query and offers a suitable next step.
What the result can establish
Document both absolute counts and rates. Small denominators produce unstable percentages, and a higher rate on a shrinking set is not automatically progress. Google’s Search Console documentation defines the reporting fields and limitations; use those definitions consistently.
Reference: Google: Search Console performance report.