Click-Through Rate (CTR) Calculator
Calculate click-through rate (CTR) from clicks and impressions for ads, email campaigns, or search results.
How to use this tool
- Enter total clicks and total impressions (or sends) in the fields above.
- Results update instantly as you type — or click Calculate.
- Read your click-through rate (ctr) and the full breakdown beneath it.
CTR measures how often people click after seeing your ad, email, or search listing. A higher CTR indicates stronger creative relevance, but always pair CTR with conversion rate to assess true campaign quality.
Formula
CTR (%) = (Clicks ÷ Impressions) × 100
Impressions per Click = Impressions ÷ Clicks
How it works
This calculator divides total clicks by total impressions (or email sends) and multiplies by 100 to express click-through rate as a percentage, then computes the inverse — impressions needed to generate one click — as a secondary efficiency indicator.
CTR benchmarks vary widely by channel and format: search ads typically see 2–10%, display ads 0.1–0.3%, and email campaigns 2–5%. A high CTR indicates strong creative or copy relevance but does not guarantee conversions; always review CTR alongside conversion rate and CPC to get a complete picture.
Worked example
Worked example
- Total clicks = 50; total impressions = 1,000.
- CTR = (50 ÷ 1,000) × 100 = 5%.
- Impressions per click = 1,000 ÷ 50 = 20.
CTR = 5%; impressions per click = 20.
Key terms
- CTR (Click-Through Rate)
- The percentage of impressions or sends that result in a click; a primary measure of ad or email creative effectiveness.
- Impression
- One instance of content (an ad, search result, or email) being displayed to a user.
- Impressions per Click
- The inverse of CTR; how many times an ad must be shown, on average, before a user clicks it.
- Open Rate
- For email, the percentage of recipients who opened the message; CTR is measured as a share of sends (or sometimes of opens) depending on the platform.
- Ad Relevance
- How closely an ad's message matches the intent of the audience seeing it; high relevance drives higher CTR and lower CPC.
Frequently asked questions
- What is a good CTR?
- Benchmarks vary by channel: Google Search Ads average 2–6% CTR; Display Ads 0.1–0.3%; Email campaigns 2–5%; Organic search results 2–10% depending on position. Always compare against your own historical baseline.
- Does a higher CTR always mean better performance?
- Not necessarily. A very high CTR with a low conversion rate may indicate misleading ad copy that attracts the wrong audience. Optimise for both CTR and post-click conversion rate.