CTR Calculator
Calculate click-through rate (CTR) from clicks and impressions — the share of people who saw your ad or link and clicked it.
How it works
CTR % = clicks ÷ impressions × 100
Click-through rate is the percentage of people who saw your ad, link or email and clicked it — clicks divided by impressions. It measures how compelling and relevant the ad is to the audience that sees it: a strong offer, headline and creative lift CTR, while a mismatch between the ad and the viewer drags it down. On paid search, a higher CTR also improves quality score, which can lower your cost per click. CTR is a signal of interest, not of profit, so pair it with conversion rate to see whether those clicks actually turn into customers.
Worked example
An ad shown 10,000 times that received 120 clicks has a CTR of 120 ÷ 10,000 × 100 = 1.2%. Just over one viewer in a hundred clicked — around the typical range for many display and search placements.
Frequently asked questions
What is a good click-through rate?
It depends heavily on the channel: search ads often run 2–5%, display ads well under 1%, and email varies by list quality. A common rough benchmark for paid ads is 1–2%. Compare against your own history and channel norms rather than a single universal figure.
Why is a high CTR not always good?
A high CTR means the ad is attracting clicks, but if those clicks do not convert you are paying for traffic that does not buy. A misleading headline can inflate CTR while wasting budget. Always read CTR next to conversion rate and cost per acquisition.
How can I improve CTR?
Test sharper headlines, clearer offers and stronger calls to action, match the ad closely to the searcher’s intent or audience, use relevant imagery, and add extensions or rich formats where the platform allows. Tighter targeting usually raises CTR because the ad reaches people it genuinely fits.
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Educational estimate, not financial advice.