CTR Calculator

What is click-through rate (CTR)?

Click-through rate — CTR — is the share of people who click an ad, link or listing after it is shown to them, expressed as a percentage. It is the clearest single measure of how well something earns attention: a high CTR means the creative and targeting are resonating, while a low one signals it is reaching the wrong people or isn't compelling enough.

How to calculate click-through rate

To calculate click-through rate, divide the number of clicks by the number of impressions, then multiply by 100:

CTR = (Clicks ÷ Impressions) × 100

For example, 25,000 clicks from 1,000,000 impressions gives a CTR of 2.5%. Because the formula links three values, you can rearrange it to solve for whichever one you are missing — which is exactly what the calculator above does:

• Find CTR — (Clicks ÷ Impressions) × 100 (2,000 ÷ 50,000 = 4%)
• Find Clicks — CTR × Impressions ÷ 100 (3% of 200,000 = 6,000)
• Find Impressions — Clicks × 100 ÷ CTR (1,500 clicks at 2% = 75,000)

A worked example

If an ad earns 25,000 clicks from 1,000,000 impressions, the click-through rate is:

2.5% = 25,000 ÷ 1,000,000 × 100

That means 2.5 out of every 100 people who saw the ad clicked it. Working the other way: if you needed 50,000 clicks at the same 2.5% CTR, the calculator would show that takes 2,000,000 impressions.

How to use this calculator

1. Choose which value to solve for — CTR, clicks, or impressions.
2. Enter the two values you already know. Results update instantly as you type.
3. Use Copy shareable link to send the exact scenario to a colleague — the numbers are saved in the URL.

What's a good CTR?

It varies widely by channel, format and industry — search ads tend to beat display and social, and branded terms beat cold audiences. Rather than chase a universal number, compare against real rates: our advertising benchmarks show average CTR by industry for both Google Search and Meta.

CTR in ads, email, and organic search

Click-through rate is not just an ads metric — the formula is the same everywhere; only what counts as an "impression" changes:

• Paid ads — clicks ÷ impressions × 100.
• Email — click-through rate = clicks ÷ emails delivered × 100. This is distinct from click-to-open rate, which divides clicks by opens.
• Organic search (SEO) — clicks ÷ search impressions × 100, from Google Search Console. It shows how often your listing is clicked when it appears in the results.

CTR vs CPC, CPM, and conversion rate

CTR is a rate, not a cost — but it drives cost. A higher CTR usually lowers yourCPC (through quality signals) and makesCPM spend more efficient, because more of the people you paid to reach are acting.

Don't confuse CTR with conversion rate: CTR is clicks ÷ impressions, while conversion rate is conversions ÷ clicks. CTR gets people to your page; conversion rate turns them into customers; and ROAS tells you whether the whole chain paid off.