{
 "study": "Why site-wide CTR is low (15 sites)",
 "window": "2026-09-26/2026-10-23",
 "comparison_window": "2025-09-27/2025-10-24",
 "license": "CC BY 4.0",
 "author": "Stanislav Peev",
 "url": "https://stanislav-peev.com/research/why-site-wide-ctr-is-low/",
 "per_site_medians": {
  "n_sites": 15,
  "sitewide_ctr": {
   "median": 0.040639861651534805,
   "min": 0.0036081372991193295,
   "max": 0.24453473211849247
  },
  "query_ctr": {
   "median": 0.03571684716345119,
   "min": 0.0025220138237344743,
   "max": 0.2882365545318192
  },
  "top10_ctr": {
   "median": 0.0442485754985755,
   "min": 0.005878363101966991,
   "max": 0.30724384869629084
  },
  "top20_ctr": {
   "median": 0.037219730941704034,
   "min": 0.0035607172484206496,
   "max": 0.29388862154949913
  },
  "share_impr_beyond10": {
   "median": 0.1944344832532453,
   "min": 0.0040190618361370944,
   "max": 0.733501467588249
  },
  "share_impr_beyond20": {
   "median": 0.04342395492837969,
   "min": 0.0024688522707699834,
   "max": 0.3255549721545573
  },
  "share_clicks_top10": {
   "median": 0.9522058823529411,
   "min": 0.621160409556314,
   "max": 0.9991738950846758
  },
  "share_clicks_top3": {
   "median": 0.5487353485502776,
   "min": 0.19368548876745598,
   "max": 0.9736842105263158
  },
  "share_queries_beyond10": {
   "median": 0.2773645058448459,
   "min": 0.07327586206896551,
   "max": 0.7094195342370525
  },
  "query_impr_coverage": {
   "median": 0.5682749203459263,
   "min": 0.2993474550747917,
   "max": 0.9192600153504087
  },
  "query_click_coverage": {
   "median": 0.4816247582205029,
   "min": 0.2548780487804878,
   "max": 0.8339739615623063
  },
  "top10_over_sitewide_ratio_median": 1.0182390869180953,
  "bucket_1-3": {
   "ctr_median": 0.1312556012496545,
   "impr_share_median": 0.23115541848956467,
   "click_share_median": 0.5487353485502776
  },
  "bucket_4-10": {
   "ctr_median": 0.01947808715195405,
   "impr_share_median": 0.43347734925980047,
   "click_share_median": 0.34782608695652173
  },
  "bucket_11-20": {
   "ctr_median": 0.0065258898312421385,
   "impr_share_median": 0.07041554829165449,
   "click_share_median": 0.029411764705882353
  },
  "bucket_21-50": {
   "ctr_median": 0.0023790642347343376,
   "impr_share_median": 0.03613345641566662,
   "click_share_median": 0.004250151791135397
  },
  "bucket_51+": {
   "ctr_median": 0.0007342143906020558,
   "impr_share_median": 0.0068386971041838295,
   "click_share_median": 0.0
  },
  "pooled_total": {
   "impr": 1850116,
   "clicks": 58785,
   "ctr": 0.03177368337985294
  },
  "sites_total_impr": 2853158,
  "sites_total_clicks": 101412,
  "spearman_ctr_vs_beyond10": -0.7178571428571427,
  "yoy": {
   "n": 14,
   "sitewide_ctr_2025_median": 0.03545119749544679,
   "sitewide_ctr_2026_median": 0.038409437907616986,
   "top10_ctr_2025_median": 0.03712829675589159,
   "top10_ctr_2026_median": 0.037335559595263274,
   "beyond10_2025_median": 0.1900212623920038,
   "beyond10_2026_median": 0.19468998813842225,
   "sites_ctr_down": 9,
   "sites_beyond10_up": 4,
   "sites_top10ctr_down": 8
  }
 },
 "pooled_all_visible": {
  "1-3": {
   "impr_share": 0.15996402387742173,
   "click_share": 0.6892574636386833,
   "ctr": 0.13690733632480942
  },
  "4-10": {
   "impr_share": 0.6848927310503774,
   "click_share": 0.2827592072807689,
   "ctr": 0.013117822861251125
  },
  "11-20": {
   "impr_share": 0.108846148025313,
   "click_share": 0.023951688355873097,
   "ctr": 0.006991826316678088
  },
  "21-50": {
   "impr_share": 0.03761872228552156,
   "click_share": 0.0036744067364123502,
   "ctr": 0.0031034928662768144
  },
  "51+": {
   "impr_share": 0.008678374761366315,
   "click_share": 0.0003572339882623118,
   "ctr": 0.0013079222720478326
  }
 },
 "brand_split_medians": {
  "brand_click_share": 0.23708399366085578,
  "brand_impr_share": 0.03472162965146496,
  "brand_ctr": 0.2494331065759637,
  "nonbrand_ctr": 0.012026592963322626,
  "nonbrand_top10_ctr": 0.015271838729383017
 },
 "pooled_nonbrand_bands_pos1_20": {
  "1-3": {
   "impr": 183209,
   "clicks": 15129,
   "impr_share": 0.1117319491937338,
   "click_share": 0.46723285978999385,
   "ctr": 0.08257782095857737
  },
  "4-5": {
   "impr": 198532,
   "clicks": 5904,
   "impr_share": 0.12107684304444848,
   "click_share": 0.1823347745521927,
   "ctr": 0.029738278967622347
  },
  "6-10": {
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   "clicks": 10009,
   "impr_share": 0.6454032672671354,
   "click_share": 0.30911056207535514,
   "ctr": 0.009457799448161167
  },
  "11-20": {
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   "clicks": 1338,
   "impr_share": 0.12178794049468232,
   "click_share": 0.04132180358245831,
   "ctr": 0.006700117176937175
  }
 },
 "nonbrand_bands_median_site_and_pooled_excl_largest": {
  "median_site_nonbrand": {
   "1-3": {
    "impr_share": 0.19215933174308997,
    "click_share": 0.37267080745341613,
    "ctr": 0.06613467424573677
   },
   "4-5": {
    "impr_share": 0.11854732237278562,
    "click_share": 0.21440573540943206,
    "ctr": 0.023047375160051217
   },
   "6-10": {
    "impr_share": 0.3652762119503946,
    "click_share": 0.27459016393442626,
    "ctr": 0.010971055088702147
   },
   "4-10": {
    "impr_share": 0.5796982455679407,
    "click_share": 0.52,
    "ctr": 0.014016508332035509
   },
   "11+": {
    "impr_share": 0.19597155811015038,
    "click_share": 0.05869074492099323,
    "ctr": 0.003822308023076119
   }
  },
  "sites_4_10_over_half": 8,
  "sites_4_10_largest_band": 10,
  "sites_11_largest": 2,
  "sites_1_3_clicks_over_half": 5,
  "sites_1_3_impr_under_third": 11,
  "pooled_excl_largest": {
   "1-3": {
    "impr_share": 0.19250822912933793,
    "click_share": 0.5699624107783925,
    "ctr": 0.08318231690027984
   },
   "4-5": {
    "impr_share": 0.14339332034392657,
    "click_share": 0.16898255691177091,
    "ctr": 0.03310907541189808
   },
   "6-10": {
    "impr_share": 0.43434139673302974,
    "click_share": 0.22105841111627317,
    "ctr": 0.014299139975302976
   },
   "4-10": {
    "impr_share": 0.5777347170769563,
    "click_share": 0.3900409680280441,
    "ctr": 0.01896775174119237
   },
   "11+": {
    "impr_share": 0.22975705379370576,
    "click_share": 0.03999662119356338,
    "ctr": 0.004890897353131052
   }
  },
  "largest_site_share_of_nonbrand_impr": 0.5113171343263503
 },
 "pooled_nonbrand_ctr_by_position": {
  "1": {
   "impr": 50550,
   "clicks": 6077,
   "ctr": 0.12021760633036598
  },
  "2": {
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   "clicks": 6638,
   "ctr": 0.08954780919490611
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  "3": {
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   "ctr": 0.04124310194597734
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  "4": {
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   "ctr": 0.03406034627668516
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  "5": {
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   "ctr": 0.02575763440027867
  },
  "6": {
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   "ctr": 0.010541855925451862
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  "7": {
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   "ctr": 0.01553818322780721
  },
  "8": {
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   "ctr": 0.008785717962220226
  },
  "9": {
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  "10": {
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  "11": {
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  "12": {
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  "13": {
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   "ctr": 0.007715966114498462
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  "14": {
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  "15": {
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  "16": {
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  "20": {
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   "ctr": 0.009631816063383564
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 },
 "median_site_nonbrand_ctr_by_position": {
  "1": {
   "n_sites": 12,
   "ctr_median": 0.11895261704911231
  },
  "2": {
   "n_sites": 14,
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  "3": {
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  "4": {
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  },
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  "20": {
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  }
 }
}