Click-through rate
CTR calculator
Enter clicks and impressions to get your click-through rate — or work backwards from a target CTR to the clicks or impressions you need.
Your CTR
1.5%
share of impressions that got a click
1,200 ÷ 80,000 × 100 = 1.5%
The CTR formula
CTR = clicks ÷ impressions × 100
Click-through rate is the share of people who saw an ad (or a search result, or an email) and clicked it. It is the clearest signal of whether a message and its audience fit: a weak CTR usually means the wrong people are seeing the ad, or the ad gives them no reason to click.
How to raise a low CTR
- Tighten targeting so the ad reaches people who actually want what it offers.
- Lead with the benefit in the first words of the headline or the first second of a video.
- Test creative — run two or three variants and keep the winner.
- Match the search on search ads: repeat the words people typed.
CTR and cost
On platforms that charge by impression, a higher CTR lowers what you pay for each click: CPC = CPM ÷ (CTR × 10). At a $10 CPM, a 1% CTR means $1 per click; double the CTR to 2% and each click costs $0.50. Check it with the CPC calculator.
Frequently asked questions
How do you calculate CTR?
Divide clicks by impressions and multiply by 100. 1,200 clicks from 80,000 impressions is 1,200 ÷ 80,000 × 100 = 1.5% CTR.
What is a good click-through rate?
It depends heavily on the channel. Search ads, where people are actively looking, usually earn far higher CTRs than display or social ads shown to people who are browsing. Compare against your own campaigns on the same platform rather than a single universal number.
How many clicks will I get from my impressions?
Switch the calculator to Clicks and enter your impressions and expected CTR. 50,000 impressions at a 2% CTR give about 1,000 clicks.
Is a high CTR always good?
Not on its own. Clickbait ads can earn many clicks from people who never buy. Check what happens after the click with the CPA calculator.