Click-Through Rate (CTR) Calculator
Click-through rate from clicks and impressions — or solve for the clicks or impressions a CTR implies — with a confidence interval, channel benchmarks (search, display, social, email), CPC, CPM, conversion rate, CPA and ROAS from spend and conversions, email click-to-open rate, an A/B significance test and the clicks needed to reach a target CTR.
How it works
CTR % = clicks ÷ impressions × 100; clicks = impressions × CTR; impressions = clicks ÷ CTR; 95% Wilson interval = (p + z²/2n ± z√(p(1−p)/n + z²/4n²)) ÷ (1 + z²/n) with z = 1.96; CPC = spend ÷ clicks; CPM = spend ÷ impressions × 1,000 = CPC × CTR × 1,000; conversion rate = conversions ÷ clicks; CPA = spend ÷ conversions; ROAS = revenue ÷ spend; CTOR = clicks ÷ opens; A/B test z = (p_B − p_A) ÷ √(p̄(1−p̄)(1/n_A + 1/n_B))
Click-through rate is the share of people who saw an ad, link or result and clicked it. It is the clearest signal of how compelling your creative and targeting are: the same budget earns far more traffic at a 3% CTR than at 0.5%. On search and social platforms a strong CTR also lifts quality or relevance scores, which can lower your cost per click as a bonus. Switch “Solve for” to plan instead of measure — how many clicks a known CTR will bring from a number of impressions, or how many impressions you need to buy for a click goal. Because CTR is a proportion, small campaigns are noisy; the confidence interval shows the range the true rate probably lies in, and the A/B test under More options tells you whether one ad really beats another or the gap could be chance. Add spend, conversions and revenue to see the rest of the funnel — CPC, CPM, conversion rate, cost per acquisition and return on ad spend — because a click-bait ad can win on CTR and lose on profit. For email, enter delivered emails as impressions and the opens to get the click-to-open rate. Benchmarks differ hugely by channel, so compare with the same placement and your own history first.
Worked example
An ad shown 25,000 times receives 500 clicks. CTR is 500 ÷ 25,000 × 100 = 2%, meaning 20 clicks for every 1,000 impressions; the 95% interval is about 1.83% to 2.18%. With $750 of spend, each click cost $1.50 and the CPM was $30. If variant B got 620 clicks from 25,000 impressions (2.48%), that is a 24% relative lift with z = 3.63 — significant at 95%. Planning the other way, 1,000 clicks at a 2% CTR need 50,000 impressions.
Sources: WordStream — Google Ads Benchmarks 2025 · WordStream — Facebook Ads Benchmarks 2025
Frequently asked questions
What is a good click-through rate?
It depends heavily on placement. WordStream’s 2025 data puts Google search ads at a median of about 6.7% and Facebook traffic campaigns at about 1.7%, while display banners typically sit around 0.5% and email clicks at 2–3% of delivered. Pick your channel under “Compare with” and judge against your own history on the same placement.
Does a higher CTR always mean success?
Not by itself. A high CTR with poor conversion can mean the ad attracts the wrong clicks. Enter conversions and revenue under More options to see conversion rate, cost per acquisition and ROAS next to CTR.
How does CTR affect my ad costs?
On auction platforms, a higher CTR signals relevance and can raise your quality score, which often reduces the price you pay per click. Even at a fixed CPM, CPC = CPM ÷ (CTR × 1,000), so doubling CTR halves what each click costs.
Is my A/B test result real?
Turn on the A/B comparison and enter both ads’ clicks and impressions. The calculator runs a two-proportion z-test: if |z| is below 1.96 (p above 0.05) at 95% confidence, the difference could be random and the test needs more impressions.
How is email CTR different from click-to-open rate?
Email CTR divides clicks by emails delivered; click-to-open rate (CTOR) divides clicks by opens, so it measures how well the content worked for people who actually opened it. Enter opens under More options to get both.
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Educational estimate, not financial or tax advice.