CTR Calculator

Divides the number of clicks your ad or listing received by the number of times it was shown (impressions), giving you the Click-Through Rate (CTR) as a percentage.

Enter the total impressions and the total clicks for the period you're measuring. The CTR updates immediately as you type either value.

With 100,000 impressions and 2,500 clicks (the pre-filled defaults), CTR = (2,500 ÷ 100,000) × 100 = 2.5% — 2.5 out of every 100 people who saw the ad clicked it.

CTR = (clicks ÷ impressions) × 100. It's expressed as a percentage so campaigns of very different sizes can be compared on equal footing regardless of how many impressions each one received.

CTR benchmarks differ enormously by channel and format: search ads tied to a specific query often see 2-5%, while untargeted display banners are frequently under 1%. Comparing your CTR against a benchmark only makes sense within the same channel and ad format — a 1% CTR can be excellent for display and poor for search.

CTR measures attention, not outcomes — a high CTR from a misleading headline or thumbnail can still convert poorly once visitors reach the landing page. Pair it with conversion rate to see whether the clicks you're earning actually lead anywhere.

CTR is a standard metric used across search, social and display advertising, as well as SEO and email reporting. The calculation runs entirely in your browser; the numbers you enter are never sent to a server.