What is CTR?
CTR, or click-through rate, is the percentage of ad impressions that result in a click. To find it, divide clicks by impressions, then multiply by 100.
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How to calculate CTR
Divide clicks by impressions, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
Why CTR matters
CTR shows how well your ad grabs attention and matches what people want. A low CTR can point to weak copy, poor targeting, or ads shown to the wrong audience.
On search platforms, CTR can also influence how the platform judges the quality of your ad, which can affect cost and position.
When CTR isn't enough
A high CTR doesn't mean a campaign works. Clicks that don't lead to action only cost money, so check conversion rate and CPA alongside it.
Ads that promise too much can earn clicks and lose visitors on the landing page. Judge CTR by what happens after the click.
What affects CTR
Ad copy, creative, ad position, targeting, and the channel all play a part. CTR varies widely across search, social, and display, so compare it within the same channel and format.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
What does CTR stand for?
CTR stands for click-through rate. It is the percentage of impressions that lead to a click.
How do you calculate CTR?
Divide clicks by impressions and multiply by 100. For example, 500 clicks on 25,000 impressions is a 2% CTR.
What is a good CTR?
It depends on the channel, format, audience, and goal. Compare your CTR with your own past results in the same channel rather than with a general figure.
How can I improve my CTR?
Test ad copy and creative, sharpen your targeting, and make the message match what the audience is looking for. Change one element at a time so you can see what worked.
What is the difference between CTR and conversion rate?
CTR measures clicks per impression, and conversion rate measures conversions per click. CTR describes the ad, while conversion rate describes what happens afterward.
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