CTR Calculator

Formula

CTR (%) = Clicks ÷ Impressions × 100
Impressions per click = Impressions ÷ Clicks

How to read CTR

Click-through rate is the share of people who saw something and clicked it. It is the first quality signal in any funnel: a low CTR means the creative, headline or targeting is not earning attention before cost or conversion even enter the picture.

CTR is only meaningful within the same placement type. Search ads, display banners, email links and organic results have completely different baselines, so compare like with like — the same channel, the same position, the same period.

Frequently asked questions

What is a good CTR?

There is no universal benchmark. Branded search ads can exceed 10%; display banners are often below 0.5%; organic result CTR falls steeply with position. Track your own CTR by channel over time and treat a drop as the earliest warning that creative or relevance has slipped.

Does CTR affect cost per click?

On auction platforms, yes. Google Ads and Meta reward higher expected CTR with better ad rank and lower effective CPC, so improving CTR usually lowers cost as well as raising volume.

How is CTR different from conversion rate?

CTR measures impressions to clicks; conversion rate measures clicks (or sessions) to a desired action. A high CTR with a low conversion rate usually means the ad promises something the landing page does not deliver.