Paid Media

CTR Calculator

Click-through rate is the share of people who saw something and acted on it. It is the fastest read on whether your creative and your audience match. Enter impressions and clicks to get CTR, and model what a better rate is worth.

Your numbers

Result

CTR1.24%
Clicks at target CTR5,000
Additional clicks1,900

FormulaCTR = (clicks ÷ impressions) × 100

Worked example

3,100 clicks on 250,000 impressions is a 1.24 percent CTR. Lifting that to 2 percent on the same impressions would return 5,000 clicks, an extra 1,900 visits from creative work alone rather than more budget.

What to watch for

CTR is a relevance signal on most auction platforms, so improving it usually lowers cost per click as well as raising volume. The gain compounds.

Very high CTR with poor conversion often means the ad is writing a cheque the landing page does not honor. Check message match before celebrating.

Search CTR and display CTR are not comparable. Search intent produces rates in the single digits, display often lives below half a percent, and judging one by the other's benchmark leads to bad decisions.

Frequently asked questions

What is a good click-through rate?

It varies by channel and intent. Branded search terms can exceed ten percent, non-brand search commonly sits in the low single digits, and display and social prospecting frequently run below one percent. Your own trailing average for the same placement is the benchmark that matters.

How is CTR different from conversion rate?

CTR measures the step from impression to click. Conversion rate measures the step from click to completed action. A campaign can have excellent CTR and terrible conversion rate, which points the problem squarely at the landing page rather than the ad.

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This calculator runs entirely in your browser. Nothing you enter is sent to a server, logged, or stored. Figures are for planning and do not constitute financial advice. See disclosures.