CTR Calculator

What is click-through rate (CTR)?

Click-through rate — CTR — is the share of people who click an ad, link or listing after it is shown to them, expressed as a percentage. It is the clearest single measure of how well something earns attention: a high CTR means the creative and targeting are resonating, while a low one signals it is reaching the wrong people or isn't compelling enough.

How to calculate CTR: the click-through rate formula

To calculate click-through rate, divide the number of clicks by the number of impressions, then multiply by 100:

CTR = (Clicks ÷ Impressions) × 100

For example, 25,000 clicks from 1,000,000 impressions gives a CTR of 2.5%. Because the formula links three values, you can rearrange it to solve for whichever one you are missing — which is exactly what the calculator above does:

• Find CTR — (Clicks ÷ Impressions) × 100 (2,000 ÷ 50,000 = 4%)
• Find Clicks — CTR × Impressions ÷ 100 (3% of 200,000 = 6,000)
• Find Impressions — Clicks × 100 ÷ CTR (1,500 clicks at 2% = 75,000)

A worked example

If an ad earns 25,000 clicks from 1,000,000 impressions, the click-through rate is:

2.5% = 25,000 ÷ 1,000,000 × 100

That means 2.5 out of every 100 people who saw the ad clicked it. The CTR calculation is the same whether you are measuring an ad, an email or a search listing — only what counts as an impression changes. Working the other way: if you needed 50,000 clicks at the same 2.5% CTR, the calculator would show that takes 2,000,000 impressions.

How to use this calculator

1. Choose which value to solve for — CTR, clicks, or impressions.
2. Enter the two values you already know. Results update instantly as you type.
3. Use Copy shareable link to send the exact scenario to a colleague — the numbers are saved in the URL.

What's a good CTR?

It varies widely by channel, format and industry. As a rough anchor, the all-industry average is about 6.6% on Google Search and 1.7% on Meta, with display and video far lower. Rather than chase a universal number, compare against your platform and vertical.

Read the full guide: what is a good CTR? →

CTR in ads, email, and organic search

Click-through rate is not just an ads metric — the formula is the same everywhere; only what counts as an "impression" changes:

• Paid ads — clicks ÷ impressions × 100.
• Email — click-through rate = clicks ÷ emails delivered × 100. This is distinct from click-to-open rate, which divides clicks by opens.
• Organic search (SEO) — clicks ÷ search impressions × 100, from Google Search Console. It shows how often your listing is clicked when it appears in the results.

CTR vs CPC, CPM, and conversion rate

CTR is a rate, not a cost — but it drives cost. A higher CTR usually lowers your CPC (through quality signals) and makes CPM spend more efficient, because more of the people you paid to reach are acting.

Don't confuse CTR with conversion rate: CTR is clicks ÷ impressions, while conversion rate is conversions ÷ clicks. CTR gets people to your page; conversion rate turns them into customers; and ROAS tells you whether the whole chain paid off.