Enter impressions and clicks to see your click-through rate. Add your ad spend and the calculator also gives cost per click and CPM.
Results are estimates for planning. Check the figures before you make a financial or health decision.
How to calculate CTR
Divide clicks by impressions and multiply by 100:
CTR = clicks ÷ impressions × 100
An impression is each time your ad, search result or email is shown. If your ad was shown 100,000 times and clicked 2,000 times, the CTR is 2 per cent. The same formula works for ads, organic search results, emails and social posts.
Worked example
Using the default values in the calculator above:
| Input | Value |
|---|---|
| Impressions | 100,000 |
| Clicks | 2,000 |
| Ad spend, optional | 1,200 |
| Result | Value |
|---|---|
| Click-through rate | 2% |
| Clicks per 1,000 impressions | 20 |
| Impressions per click | 50 |
| Cost per click (CPC) | 0.6 |
| Cost per 1,000 impressions (CPM) | 12 |
What is a good CTR?
It depends on the channel. Search ads usually have a much higher CTR than display or social ads, because the person is actively searching. Within a channel, position, audience, creative and offer all matter. Compare CTR between ads in the same campaign and placement, and treat industry averages as a loose guide only.
Tips and common mistakes
CTR measures interest, not results. A high CTR with a low conversion rate often means the ad promises something the page does not deliver. Look at the whole path from click to conversion.
Do not compare CTRs across different channels. A 1 per cent CTR can be excellent on display and poor on search.
Be careful with tiny numbers. A 10 per cent CTR from 20 impressions tells you very little. Wait for enough impressions before judging an ad.
Frequently asked questions
What does CTR stand for?
Click-through rate: the percentage of impressions that result in a click.
How do I increase my CTR?
Write clearer, more relevant headlines and descriptions, target the right audience, test different creative and use extensions or rich results where they are available.
Is a higher CTR always better?
Not always. A catchy ad can attract clicks from people who will never buy. Judge CTR alongside conversion rate and cost per conversion.
How is CTR different from conversion rate?
CTR is clicks per impression. Conversion rate is conversions per click or visitor. The first measures how well the ad attracts attention, and the second how well the page then delivers.