The rate at which people who see either one of your ads or an unpaid search result for your site end up clicking on either and landing on your site.
Paid impr + Organic impr / Paid clicks + Organic clicks
- Navigate to a Google Ads engine account, campaign or ad group.
- Click the Keywords tab and select Paid and organic queries.
- If the column isn't already in the reporting table:
Click the Columns button above the performance summary graph.
In the Search for columns box, type the column name
Click + next to the column name in the Available columns list.