Search Analytics - Paid Clickthroughs

Paid Clickthroughs gives you the rate of search referrals during the past six months that came from users clicking paid ads rather than natural search results.

The rate next to the site name is a six month average while the graph itself (if available) shows you a monthly breakdown.

Recommendation: With this metric context is everything, so cross check traffic patterns with the Site Profile tool.The most common cause of change to the paid clickthrough rate is a change in search marketing budget. Before drawing final conclusions you should look at other possibilities.