CTR Calculator
Calculate click-through rate (CTR) from impressions and clicks.
This tool runs entirely in your browser. Your files are never uploaded to a server.
2.50%
Click-through rate
What this calculator does
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.
How to use it
Enter the total impressions and the total clicks for the period you're measuring. The CTR updates immediately as you type either value.
Worked example
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.
Formula
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.
Typical CTR ranges and why they vary
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.
Limitations
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.
Scope, sources and privacy
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.
Frequently Asked Questions
- What's a good CTR?
- It varies by channel — search ads often average 2-5%, while display ads are typically under 1%.
- Does CTR affect ad cost?
- Yes — many platforms reward a higher CTR with a lower CPC through quality or relevance scoring.
- Is CTR the same as conversion rate?
- No — CTR measures clicks per impression, while conversion rate measures completed goals per visit or click.