A system and method of click modeling are disclosed. A ranking algorithm is modified using a click model. The click model makes inferences based on user click data. The user click data includes indications of user intent to transact a shopping action for an item for sale. Item listings are ranked for a search results page using the ranking algorithm in response to receiving a search query. Each item listing comprises an item for sale on an e-commerce site. The user click data can also include user clicks of item listings in a search results page. The shopping action can include bidding on an item for sale or purchasing an item for sale.
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