CTR Calculator

1. Enter any two of CTR, clicks and impressions.
2. Leave the one you want to find blank.
3. Read the result.
4. See how many impressions per click it represents.

Here is what each result means:

Click-through rate, or CTR, is the share of the people who saw an ad or link who then clicked it. It is one of the most widely used measures of how engaging and relevant a piece of content is. A higher CTR means a larger proportion of viewers found the ad interesting enough to act on.

The formula divides clicks by impressions and multiplies by 100 to give a percentage. If a link is shown 10,000 times and clicked 250 times, the CTR is 250 divided by 10,000, times 100, which is 2.5 percent. Put another way, about one in every forty impressions led to a click.

CTR is used everywhere from search and display ads to email subject lines and social posts. It reflects how well the message, targeting and creative work together. On its own it does not measure sales, but a strong CTR is usually the first sign that an ad is resonating with its audience.

It rearranges one relation to solve for whichever value you leave blank.

1. For CTR, divide clicks by impressions and multiply by 100.
2. For clicks, multiply impressions by the CTR as a fraction.
3. For impressions, divide clicks by the CTR as a fraction.

CTR sits between reach and conversion; see the CPM calculator and the conversion rate calculator.

A link is shown 10,000 times and clicked 250 times.

Calculation: CTR = 250 / 10,000 x 100 = 2.5 percent. That is one click for every 40 impressions. To get 500 clicks at the same CTR, the link would need 20,000 impressions.

One relation, rearranged for whatever you need to find.

All three come from CTR = clicks over impressions times 100, so any two of the values give the third. This lets you forecast the clicks a campaign should produce, or the impressions needed to hit a click target.

What counts as a good CTR depends heavily on the channel.

These are broad ballparks, not targets. Search ads tend to have higher CTRs because people are actively looking, while display ads are shown to browsing audiences and click far less often. Always compare against your own history and industry rather than a single number.

Relevance and Targeting

Ads shown to the right audience, matched to intent, are clicked far more often.

The Creative and Copy

A clear, compelling headline, image and call to action lift the click rate.

Placement and Format

Prominent, native placements usually outperform small or intrusive ones.

Measuring Ads

Turn raw clicks and impressions into a comparable rate.

Forecasting

Estimate the clicks a campaign will bring, or the reach a click target needs.

A/B Testing

Compare the CTR of two creatives on the same basis.

1. Using Reach Instead of Impressions

CTR uses impressions, the total times shown, not unique reach.

2. Judging CTR Without Context

A good CTR depends on the channel. Compare like with like.

3. Ignoring What Happens After the Click

A high CTR is wasted if the landing page does not convert.

4. Counting Invalid Clicks

Bot or accidental clicks can inflate CTR without real interest.

5. Zero Impressions or CTR

Solving for CTR or impressions cannot divide by zero.

The relation is exact; only the displayed decimals are rounded.

Click-through rate is the share of impressions that led to a click, as a percentage. 250 clicks from 10,000 impressions is a CTR of 2.5 percent.

Divide the clicks by the impressions and multiply by 100. For 250 clicks from 10,000 impressions, that is 250 over 10,000 times 100, which is 2.5 percent.

It depends on the channel. Search ads often see 2 to 5 percent, display ads under 1 percent. Compare against your own history and industry rather than one figure.

Multiply the impressions by the CTR written as a fraction. Leave the clicks field blank and enter CTR and impressions to solve for it.

CTR measures clicks per impression. Conversion rate measures the share of those clicks or visitors that complete an action, such as a purchase.

Not on its own. A high CTR shows the ad is engaging, but if the landing page does not convert, the clicks may not lead to results.

Impressions count every time an ad is shown, including repeats. Reach counts unique people. CTR is based on impressions.

No, not for genuine data, since clicks cannot exceed impressions. A value above 100 means the numbers are wrong or include invalid clicks.

No. The calculation runs in your browser and nothing you enter is stored or sent anywhere, unless you choose Save, which keeps the result only on this device.

• Click-through rate (Wikipedia).
• Impression (online media) (Wikipedia).
• Online advertising (Wikipedia).