CTR Calculator

Calculate click-through rate (CTR) from clicks and impressions for ads, search results, emails or any placement that is shown and clicked.

CTR2%
Impressions per click
50

Results update as you type. Values are kept in the URL, so you can share or bookmark this exact calculation.

How does this compare?

All Google Ads benchmarks
Your result2%
All industries6.64%

70% below All industries · Click-through rate

LocaliQ / WordStream, Search Advertising Benchmarks 2026 — 13,474 search campaigns, minimum 52 active campaigns per subcategory, 1 Apr 2025 – 31 Mar 2026. Figures are medians. Report · Published in USD

What this sample is

13,474 US search campaigns (Google Ads and Microsoft Ads), lead-generation heavy

  • Despite the 'Google Ads' title, the publisher describes the sample as search campaigns across Google Ads and Microsoft Ads.
  • Figures are medians, not means — the publisher notes this is to limit the effect of outliers.
  • Weighted to the agency's own customer base, which is SMB and lead-generation heavy.
  • The all-industry row is the publisher's own figure. It is not the mean of the rows above, and the two should not be presented as the same number.
  • Cost per acquisition is cost per lead in this report: Career & Employment and Health & Fitness both print $67.36, and Automotive — For Sale and Sports & Recreation both print $44.26. Verified as printed on the publisher's page.

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.

CTR by platform

CPM CalculatorCalculate CPM (cost per 1,000 impressions) from ad spend and impressions, or work out how many impressions a budget buys at a given CPM.Conversion Rate CalculatorCalculate conversion rate from conversions and visitors, sessions or clicks — and see how many visitors each conversion currently costs you.ROAS CalculatorCalculate ROAS from ad spend and revenue, and find the break-even ROAS your campaigns must clear given your gross margin.