Find the click-through rate (CTR) for an ad, email, or search listing — the share of people who saw it and actually clicked.
How it works
CTR is clicks divided by impressions, as a percentage: CTR = Clicks ÷ Impressions × 100. An ad shown 10,000 times that gets 250 clicks has a CTR of 2.5%.
What this does not include
CTR measures attention, not outcomes — it says nothing about whether a click led to a sale, signup, or any other conversion, which is a separate metric (conversion rate) not calculated here.
How to use this calculator
- Enter the number of clicks.
- Enter the number of impressions.
What’s considered a good CTR?
It varies enormously by channel and context — search ads, display ads, and email each have very different typical ranges, so CTR is most useful compared against your own past campaigns rather than a single universal benchmark.
Why might CTR go up while conversions stay flat?
A more clickable headline or image can pull in curious clicks that were never likely to convert, raising CTR without raising the number of people who actually take the desired action.
Does CTR account for bot traffic?
No — this is a plain ratio of the two numbers entered; filtering out invalid or automated clicks and impressions has to happen before the numbers are entered here.
