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Work out click-through rate, clicks or impressions, test whether one ad's CTR really beats another's, and see what a better CTR is worth.
CTR calculator
What do you want to work out?
Add ad spend for cost per click and CPM
Leave the optional field blank to skip it.
Your CTR
2.5%
400 ÷ 16,000 × 100
Also worked out
- 95% range for your CTR
- 2.27% to 2.75%
- Clicks per 1,000 impressions
- 25
| Impressions | CTR |
|---|---|
| 6,400 | 6.25% |
| 9,668 | 4.137% |
| 12,936 | 3.092% |
| 16,204 | 2.468% |
| 19,472 | 2.054% |
| 22,740 | 1.759% |
| 26,009 | 1.538% |
| 29,277 | 1.366% |
CTR, or click-through rate, is the share of impressions that end in a click. This free CTR calculator gives you your click-through rate from clicks and impressions, or works backwards to the clicks or impressions you need. It also tells you something most calculators do not: whether one ad's CTR is really better than another's or just luck. Add your spend and it shows the cost per click and CPM too.
Reviewed by Bunny Corner TeamHow we source our numbers
How it works
- Pick what you want to work out. Calculate CTR from clicks and impressions, or solve for the clicks or the impressions instead. To choose between two ads, use Compare two ads; to see what a better CTR is worth, use What if CTR changes.
- Enter your numbers. Everything works from the two or three fields shown. Add your ad spend under the optional section if you also want the cost per click and CPM, and leave it blank to skip them.
- Read the answer and its working. The headline figure sits above the arithmetic behind it, so you can check it by hand, and the chart shows how it moves as the inputs change. Copy a summary or a shareable link if you need to send it on.
Impressions needed for 100 clicks at different click-through rates
| Click-through rate | Clicks per 1,000 impressions | Impressions for 100 clicks |
|---|---|---|
| 0.1% | 1 | 100,000 |
| 0.5% | 5 | 20,000 |
| 1% | 10 | 10,000 |
| 2% | 20 | 5,000 |
| 5% | 50 | 2,000 |
| 10% | 100 | 1,000 |
The CTR formula
CTR is clicks divided by impressions, written as a percentage. Google Ads defines it as a ratio showing how often people who see your ad or free product listing end up clicking it, and gives the example that 5 clicks from 100 impressions is a 5% CTR.
CTR = clicks ÷ impressions × 100
An ad shown 16,000 times and clicked 400 times has a CTR of 400 ÷ 16,000 × 100 = 2.5%. The same formula is sometimes written as an equation, CTR = clicks / impressions, and multiplied by 100 only to show the result as a percentage.
How to calculate CTR, step by step
Calculating click-through rate takes two figures and one division.
- Take the number of clicks for a set period or campaign.
- Take the number of impressions for the same period and the same ad.
- Divide the clicks by the impressions, then multiply by 100 to show it as a percentage.
In a spreadsheet, with clicks in B2 and impressions in C2, the formula is =B2/C2. Format the cell as a percentage and it shows 2.5%. To get the number already multiplied by 100, use =B2/C2*100.
How to calculate clicks or impressions from CTR
The formula rearranges to give either missing figure. To find the clicks you can expect, multiply the impressions by the CTR as a decimal: 100,000 impressions at 1.5% is 1,500 clicks.
impressions = clicks ÷ CTR × 100
To find how many impressions you need for a number of clicks, divide the clicks by the CTR: 400 clicks at 2.5% needs 400 ÷ 2.5 × 100 = 16,000 impressions. The table on this page shows how quickly that grows as the CTR falls.
Organic CTR, ad CTR and email CTR
The formula is the same everywhere; what differs is what each platform counts as an impression and a click. Search Console defines CTR as clicks ÷ impressions, where an impression is how often someone saw a link to your site on Google and a click is how often someone clicked a link from Google to your site.
Use the platform's own clicks and impressions, from the same period, and enter them here. Email tools can divide by a different number, such as emails delivered or emails opened, so check what yours reports before comparing an email CTR with an ad CTR.
How sure can you be of a CTR?
A CTR measured from a small number of impressions is only an estimate. The 2.5% from 400 clicks in 16,000 impressions could easily have been 2.3% or 2.7% on another day, and the calculator shows the range the true CTR plausibly sits in, at 95% confidence.
That range narrows as impressions grow. The same 2.5% measured from 1,600 impressions would leave a much wider range, so a CTR reported without its impressions is a much weaker claim than it looks. The range is a Wilson score interval, which behaves sensibly for small counts and for rates close to 0%.
Is one ad's CTR really better than another's?
A higher CTR on one ad does not prove it is the better ad; with limited data, the gap may be luck. Compare two ads mode runs a two-proportion z-test, the standard test for comparing two rates, and gives a p-value: how likely a gap this big would be if the ads performed the same.
At 95% confidence, a p-value below 0.05 counts as significant. Significant does not mean large or worth acting on, so the calculator also shows the size of the gap and a range for it. If the result is not significant, it tells you how many impressions each ad would need for a gap of that size to show up reliably.
Two habits protect the result. Decide how much data you need before you look, and do not stop the moment the numbers first cross the line: testing repeatedly and stopping at the first significant result makes false winners more likely. And as a rule of thumb, wait until each ad has at least 10 clicks and 10 non-clicks, since the test is a poor fit for very small counts.
CTR, CPC and CPM: how they connect
CTR links what you pay per thousand impressions to what you pay per click. If you buy by CPM, the cost per click is the CPM divided by 1,000 times the CTR as a decimal: a $10 CPM at a 1% CTR works out to $1.00 a click. Double the CTR and, at the same spend, the cost per click halves.
cost per click = CPM ÷ (1,000 × CTR)
That is why the What if CTR changes mode holds your spend fixed. It suits impression-based buying such as a CPM deal, where a better CTR means more clicks for the same money. Where you pay per click, the price of a click is set for you, and a better CTR means more traffic for the same bid.
What is a good CTR?
A good CTR is one that is high enough for your ads to pay for themselves, and there is no single number that is good for everyone. This page quotes none, because a CTR depends on the channel, the ad format, where the ad appears and who sees it, and figures published for other advertisers rarely match your case.
Judge your own CTR three ways instead. Track it over time for the same ad type, so you can see whether changes help. Test one ad against another with Compare two ads. And read it next to what a click costs and how many clicks convert, because a modest CTR with cheap, well-qualified clicks can beat a high one that does not lead to sales.
What CTR does not tell you
CTR measures how often an ad draws a click, and nothing after it. It says nothing about whether the visitor bought, signed up or stayed, so an ad can have a strong CTR and a poor return. Pair it with your conversion rate and cost per click, and with a measure of return such as ROAS.
It also depends on how impressions are counted. Platforms differ on what counts as an impression, so compare CTRs from the same platform and the same kind of placement, not across platforms.
Frequently asked questions
What does CTR mean?
CTR stands for click-through rate: the share of impressions that end in a click. Google Ads describes it as a ratio showing how often people who see your ad or free product listing end up clicking it. It is clicks divided by impressions, shown as a percentage, so 5 clicks from 100 impressions is a 5% CTR.
How do you calculate CTR?
Divide clicks by impressions and multiply by 100. If an ad was shown 16,000 times and clicked 400 times, the CTR is 400 ÷ 16,000 × 100 = 2.5%. The calculator does this in Calculate CTR mode and shows the working under the answer, so you can check it by hand.
What is the CTR formula?
CTR = clicks ÷ impressions × 100. Google Ads writes it as clicks ÷ impressions, and Search Console defines CTR the same way. It rearranges into clicks = impressions × CTR and impressions = clicks ÷ CTR, and the calculator solves all three, so you can start from whichever two figures you have.
How do I calculate CTR in Excel or Google Sheets?
Put clicks in one cell and impressions in another, then divide. With clicks in B2 and impressions in C2, the formula is =B2/C2, and formatting the cell as a percentage shows 2.5% instead of 0.025. To get the value already multiplied by 100, use =B2/C2*100.
How do you calculate impressions from CTR?
Divide the clicks by the CTR and multiply by 100. To get 400 clicks at a 2.5% CTR you need 400 ÷ 2.5 × 100 = 16,000 impressions. In Calculate CTR mode, choose Impressions, then enter the clicks you want and the CTR. The reference table on this page shows the figures for other rates.
How do you calculate clicks from CTR and impressions?
Multiply the impressions by the CTR as a decimal. 100,000 impressions at a 1.5% CTR give 100,000 × 0.015 = 1,500 clicks. Choose Clicks in Calculate CTR mode. Because a CTR is a rate, the result is an expected figure, and the actual clicks will vary from period to period.
What is a good CTR?
There is no single good CTR, and this page quotes none: it depends on the channel, the ad format, its position and the audience, and published figures rarely match your case. A useful test is comparative. Track your own CTR over time, compare ads in Compare two ads mode, and judge each by what a click costs and earns.
Is a higher CTR always better?
Not always. A higher CTR means more of the people who saw the ad clicked it, but a click is not a sale. An ad that draws many curious clicks can cost more per customer than one with a lower CTR and better-qualified visitors. Read the CTR alongside cost per click and conversion rate.
How do I compare the CTR of two ads?
Enter each ad's clicks and impressions in Compare two ads mode. The calculator gives both CTRs, the gap between them, and a two-proportion z-test that says whether the gap is bigger than chance would explain. It reports the p-value, a confidence range for the gap and a plain verdict at the confidence level you choose.
What does statistically significant mean for a CTR?
It means a gap this large would be unlikely to appear by chance if the two ads really performed the same. At 95% confidence the p-value must be below 0.05. It does not mean the gap is large or worth acting on, and stopping a test the moment it looks significant makes false winners more likely.
How many impressions do I need to compare two ads?
It depends on how big the real gap is: small gaps need far more data. Compare two ads mode shows the impressions each ad needs for the gap you observed to be detected at your chosen confidence with 80% power. As a rule of thumb, wait for at least 10 clicks and 10 non-clicks on each ad.
How do I calculate organic click-through rate?
Use the Search Console Performance report, which defines CTR as clicks ÷ impressions. There, an impression is how often someone saw a link to your site on Google, and a click is how often someone clicked a link from Google to your site. Enter those two figures in Calculate CTR mode for a page, query or period.
How do I calculate email click-through rate?
Divide the email clicks by the number your platform uses as its base, then multiply by 100. Email tools can divide by different figures, such as emails delivered or emails opened, which gives a click-to-open rate. Enter the clicks as clicks and that base as impressions, and check which base your tool reports before you compare results.
How do I convert CTR to CPC?
If you buy by CPM, divide the CPM by 1,000 times the CTR written as a decimal: a $10 CPM at a 1% CTR is $10 ÷ (1,000 × 0.01), or $1.00 per click. If you know your spend and clicks, divide one by the other. Add your spend in the optional field to see both figures.
What is the difference between CTR and conversion rate?
CTR is the share of impressions that lead to a click. Conversion rate is the share of clicks that lead to a conversion, such as a purchase or a sign-up. CTR measures how well the ad draws people in, and conversion rate measures what happens after the click, so you need both to judge a campaign.
Does this calculator store or send my numbers anywhere?
No. The calculation runs in your browser and nothing you enter is sent to a server. The Copy link button builds a link that carries your inputs in the address, and that link only reaches someone if you choose to share it.