Weighted Portfolio CTR Calculator

What this number means

Weighted average CTR is total estimated clicks divided by total impressions - one honest number for a mixed portfolio. With the defaults (5,000 impressions at positions 1-3, 12,000 at 4-10, 30,000 at 11-20), the portfolio earns about 1,647 clicks at a 3.50% weighted CTR.

Clicks at #1 (12,690 at the defaults) re-prices the same 47,000 impressions at a 27% CTR - the theoretical ceiling. The gap between the two, +11,043 clicks, is the ranking upside: the prize for moving the portfolio upward. The segment chart shows exactly where that upside lives - overwhelmingly in the page-2 segment.

The formula

In plain English: each segment gets the average CTR of its positions from the embedded curve, then everything is added up.

• Segment CTRs - positions 1-3: 17.33% (average of 27%, 15%, 10%); positions 4-10: 4.0% (average of 7% down to 2%); positions 11-20: 1.0%
• Segment clicks = Segment impressions x Segment CTR
• Weighted average CTR = Total clicks / Total impressions
• Clicks at #1 = Total impressions x 27%
• Uplift opportunity = Clicks at #1 minus Estimated clicks

Worked example

An ecommerce site tracks 47,000 monthly impressions: 5,000 from top-3 keywords, 12,000 from the rest of page 1, and 30,000 from page 2. The calculator estimates 1,647 clicks - 867 + 480 + 300 - at a 3.50% weighted CTR. At a #1 CTR the same impressions would earn 12,690 clicks, an upside of +11,043.

The comparison chart tells the strategy: the page-2 segment alone could jump from 300 to 8,100 clicks. That single insight reframes the roadmap - pushing ten page-2 keywords onto page 1 beats polishing keywords already ranking #2.

Assumptions and limitations

• Benchmark CTRs are averages, not promises. Real CTR varies with SERP features, brand strength, titles, and intent - branded queries can double these numbers, ad-heavy SERPs can halve them.
• Segments are simplifications. A keyword at position 4 behaves differently from one at position 10; the segment average smooths that over.
• The #1 ceiling is theoretical. Not every keyword can reach #1, and holding it requires defending the position.
• Impressions must be segmented honestly. The output is only as good as the impression split from Search Console.
• All figures are planning estimates.