Clicks to Session Ratio = Clicks / Sessions

Shows you what percentage of clicks result in a session.

A low ratio is an indication of a low quality traffic source as people bounce off before a session is even generated.

At times, the ration can also be bigger than 100% as Google Analytics works on a Last-Non Direct basis. So a value over 100% would show you that people click on the ad and then come back often via direct type in after. This can be the case for Branded Search Ads.

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