CTR Calculator
CheckedThe CTR calculator turns clicks and impressions into click-through rate, with the cost per click and CPM those same numbers imply. Free, no sign-up, and the result updates as you type.
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Clicks and CTR move independently, and confusing them costs people their best creative. An ad shown 84,000 times at a 1.3% rate delivers 1,092 clicks; one shown 20,000 times at 2.5% delivers 500, despite being roughly twice as persuasive. CTR grades the creative and the targeting; raw clicks grade the budget behind them. This calculator returns the rate along with the CPC and CPM that the same three figures imply, because a CTR with no cost attached decides nothing.
How it's calculated
CTR = clicks ÷ impressions × 100 CPC = ad spend ÷ clicks CPM = ad spend × 1000 ÷ impressions
LaTeX source
\text{CTR} = \frac{K}{I} \times 100 \qquad \text{CPC} = \frac{S}{K} \qquad \text{CPM} = \frac{S \times 1000}{I} Worked examples
A typical paid social prospecting ad
1.30% CTR
1,092 clicks on 84,000 impressions is a 1.30% CTR, or one click every 76.92 impressions. The $1,260 of spend works out to a $15.00 CPM and a $1.15 CPC. Lifting the CTR to 1.6% at the same CPM would drop the CPC to about $0.94 without renegotiating a thing, which is the whole commercial argument for creative testing.
The numbers used
- Impressions
- 84000
- Clicks
- 1092
- Ad spend
- 1260
A high-CTR branded or retargeting placement
10.00% CTR
2,500 clicks on 25,000 impressions is a 10.00% CTR — one click every 10 impressions. At $750 that is a $30.00 CPM, double the previous example, but the CPC falls to $0.30 because the audience already knows the brand. High CTR on a small warm audience is normal and does not transfer to cold prospecting.
The numbers used
- Impressions
- 25000
- Clicks
- 2500
- Ad spend
- 750
Questions sellers ask
How do you compute CTR?
Divide clicks by impressions and multiply by 100. 1,092 clicks on 84,000 impressions is 1.30%. Both figures must come from the same source and the same window — comparing platform clicks against site sessions always produces a lower, wrong number, because some clicks bounce before analytics loads and some sessions arrive from elsewhere.
How do I find my CTR?
Every ad platform reports it as a column: Google Ads and Microsoft Advertising label it CTR, Meta splits it into link CTR and all CTR, and Google Search Console reports organic CTR per query. Take the link CTR on Meta rather than the all-clicks version, which counts reactions, comments and profile taps and typically reads two to three times higher.
What is a good average CTR?
It depends entirely on the channel. Google Search averages roughly 3 to 6% and branded terms often exceed 10%. Meta feed prospecting usually lands between 0.8 and 2%. Programmatic display sits near 0.05 to 0.1%. Amazon Sponsored Products is commonly 0.4 to 0.5%. Compare against your own account's history before any of these, since your product and audience move the baseline more than the channel does.
What's the difference between clicks and CTR?
Clicks are a count and CTR is a rate. A campaign can double its clicks by doubling the budget while the CTR stays flat, and it can lift CTR by narrowing targeting while total clicks fall. Judge creative and targeting on CTR, judge scale on clicks, and check the CPC before concluding that either change helped.
How do you calculate click-through rate?
Clicks ÷ impressions × 100, the same formula whether you are measuring an ad, an email or a search result. Email tools complicate it with two variants: plain CTR uses all recipients as the denominator, while click-to-open rate uses only those who opened. The second is always the larger number, so check which one a benchmark is quoting before comparing yourself against it.
Is 10% CTR good?
On cold display or prospecting it is implausible and usually signals misattributed clicks or a placement counting taps on the wrong element. On retargeting, branded search or a warm email list it is ordinary. A 10% CTR is only good news if the traffic converts — cheap clicks from a misleading thumbnail raise CTR while pushing CPA up, and the conversion rate is where that shows.
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