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Marketing / CTR Calculator

CTR Calculator

Get your click-through rate from clicks and impressions, or use a CTR to estimate clicks or the impressions you need.

Enter a whole number

Enter a whole number

Click-through rate
1.50%
66.7impressions per click
98.50%no click
Impressions12,000
Clicks180
Click-through rate1.50%

Formula: CTR = clicks ÷ impressions × 100.

See breakdown

How the CTR calculation works

  1. CTR is clicks divided by impressions

    Multiply by 100 for a percentage. 180 clicks from 12,000 impressions is a 1.50% CTR.

  2. Estimate clicks from a known CTR

    Multiply impressions by the CTR. 12,000 impressions at 2% gives about 240 clicks.

  3. Find the impressions you need

    Divide the clicks you want by the CTR. To get 180 clicks at 2% you need 9,000 impressions.

  4. Use the same method for email

    For email CTR, use emails delivered in place of impressions and unique clicks in place of clicks.

Worked example. An ad is shown 12,000 times and clicked 180 times. 180 ÷ 12,000 × 100 = a 1.50% click-through rate, or one click for every 66.7 impressions.

CTR FAQ

What is the CTR formula?

CTR = clicks ÷ impressions × 100. 50 clicks from 2,500 impressions is a 2% CTR.

How do I calculate email click-through rate?

Divide unique clicks by emails delivered and multiply by 100. 90 unique clicks from 3,000 delivered emails is a 3% CTR.

What does CTR mean?

CTR stands for click-through rate: the share of people who saw an ad, listing, search result or email and clicked it. Google Ads defines it as clicks divided by the number of times your ad is shown.

How do I calculate CTR in Google Ads?

Divide clicks by impressions for the same ad, keyword and date range. Google's own example: 5 clicks from 100 impressions is a 5% CTR. Google Ads also shows CTR as a column for each ad, listing and keyword.

What is a good click-through rate?

There is no single number. Google says a good CTR depends on what you advertise and on which network, and search, display, social and email all behave differently. The most useful benchmark is your own history: compare a campaign with your past campaigns on the same channel, audience and season, and test one change at a time.

Is CTR the same as conversion rate?

No. CTR measures how many people who saw an ad clicked it. Conversion rate measures how many of those visitors went on to buy or sign up.

Is a higher CTR always better?

Not always. A high CTR means the ad gets attention, but if those clicks don't buy, you pay for traffic that doesn't earn. Check CTR together with cost per click, conversion rate and return on ad spend.

Sources: Google Ads Help: Clickthrough rate (CTR) definition

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