Calculate click-through rate
Calculate click-through rate from clicks and impressions, with target click planning.
Formula: Clicks / Impressions x 100
How to use the CTR calculator
Enter clicks and impressions to calculate click-through rate. Add a target CTR to estimate how many clicks the same number of impressions would require.
CTR formula
CTR = Clicks / Impressions x 100.
Example: 1,250 clicks from 100,000 impressions
1,250 clicks divided by 100,000 impressions equals a 1.25% CTR.
Planning examples
These examples are mathematical scenarios designed to help with planning. They are not claims about typical market performance.
| Impressions | 0.5% CTR | 1% CTR | 2% CTR | 5% CTR |
|---|---|---|---|---|
| 10,000 | 50 clicks | 100 | 200 | 500 |
| 50,000 | 250 | 500 | 1,000 | 2,500 |
| 100,000 | 500 | 1,000 | 2,000 | 5,000 |
| 500,000 | 2,500 | 5,000 | 10,000 | 25,000 |
How to interpret CTR
CTR only describes how often an impression becomes a click. A high CTR can still be unprofitable if clicks are expensive or do not convert, so evaluate CTR alongside CPC, conversion rate, CPA and ROAS.
Frequently asked questions
What does CTR mean?
Click-through rate is the percentage of impressions that resulted in clicks.
Is higher CTR always better?
Not necessarily. Relevance and downstream conversion quality matter too.
Can CTR exceed 100%?
In normal impression-click reporting it should not.
Should I compare CTR across channels?
Use caution because placements, formats and user behavior differ by channel.