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Click-Through Rate (CTR) Calculator

Measure how often your ads get clicked

How it is calculated

Click-through rate is the share of impressions that produced a click:

CTR = clicks / impressions × 100

clicks and impressions are plain counts for the same ad, page or listing over the same period. Impressions must be greater than zero, otherwise no result is shown. The answer is a percentage with two decimals. Clicks cannot exceed impressions and cannot be negative; otherwise no result is shown, because a CTR above 100 % points to a data problem (for example clicks counted from a different period or double-counted) rather than a real result.

Worked example

An ad was shown 18,500 times and received 340 clicks.

  1. 340 / 18500 = 0.018378
  2. × 100 = 1.84%

About 1.84 out of every 100 impressions led to a click, or roughly one click per 54 impressions.

Try this example →

Common mistakes

  • Dividing clicks by reach or unique users instead of impressions: CTR is per impression, so one person seeing the ad three times counts three impressions.
  • Comparing CTRs across different placements: search ads, display banners and social posts have very different typical CTRs, so compare like with like.
  • Mixing periods, such as this week's clicks with last month's impressions.
  • Treating a high CTR as success on its own: a click that does not convert still costs money, so look at conversion rate and cost per click too.

Sources

About this calculator

Click-through rate is calculated as CTR = (clicks / impressions) × 100, measuring what fraction of the times an ad, link or search result was shown actually resulted in a click — a direct signal of how relevant or compelling that creative is to the audience seeing it.

Digital advertisers and PPC managers running Google Ads or Meta Ads campaigns track CTR closely because it feeds directly into Quality Score and ad rank algorithms, which in turn affect cost per click; a higher CTR generally means lower costs for the same ad position. SEO specialists apply the same formula to organic search listings to judge how well a title tag and meta description perform in search results.

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Comments (1)

  • Editorial team

    A CTR from very few impressions swings wildly: 5 clicks out of 100 shows 5 percent, but one more or fewer click moves it by a full point. Compare ads on the same placement and period, and wait for a meaningful number of impressions before drawing conclusions. If clicks exceed impressions the tool shows no result, which usually means the two fields are swapped. Which channel are you measuring?

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