Quick answer
What is CTR?
CTR means click-through rate. It is the percentage of impressions that turn into clicks. The CTR formula is CTR = (Clicks / Impressions) × 100. If an ad gets 75 clicks from 6,000 impressions, the CTR is 1.25%.
Free PPC calculator
CTR Calculator
Calculate click-through rate from clicks and impressions. Use CTR to understand how often impressions turn into clicks.
Result
CTR result
- CTR
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CTR formula
Use clicks and impressions from the same ad, campaign, keyword, email, video, or reporting period. CTR is always displayed as a percentage.
CTR = (Clicks / Impressions) × 100 - Clicks
- The number of times people clicked the ad, link, search result, email link, or video thumbnail.
- Impressions
- The number of times the ad, link, search result, email, or video thumbnail was shown.
CTR calculation example
If you got 500 clicks from 25,000 impressions, CTR is 2%.
- Clicks = 500
- Impressions = 25,000
- CTR = (500 / 25,000) × 100
- CTR = 2%
How to use this CTR calculator
- Enter the total number of clicks.
- Enter the total number of impressions from the same source and date range.
- Review the click-through rate percentage.
- Use the result to compare ad creative, keywords, audiences, emails, or video thumbnails.
How to interpret CTR
CTR measures response, not revenue
A high CTR means people are clicking after seeing the ad or link. It does not prove that the clicks convert, generate revenue, or produce profit.
CTR benchmarks depend on context
A good CTR varies by channel, format, audience, and intent. Search ads, display ads, emails, and YouTube thumbnails should not be compared with one universal benchmark.
Use CTR with CPC and conversion rate
CTR can help diagnose ad relevance. To judge performance, pair it with CPC, conversion rate, CPA, and ROAS.
Use cases
CTR by platform and campaign type
Email CTR calculator
For email, CTR usually compares link clicks with delivered emails or opened emails depending on the report. Be consistent about which denominator you use.
YouTube CTR calculator
For YouTube, thumbnail or video CTR compares clicks or views with impressions. Use it to evaluate titles, thumbnails, and audience fit.
Ads CTR benchmarks
Paid search, paid social, display, and shopping campaigns can have very different CTR ranges. Compare similar campaign types instead of using one broad average.
Avoid mistakes
Common CTR calculation mistakes
Confusing impressions with reach
Impressions count how many times something was shown. Reach counts unique people. CTR should usually use impressions, not reach.
Comparing unrelated channels
Email CTR, YouTube CTR, search ad CTR, and display CTR are not directly equivalent. Compare within similar formats.
Ignoring conversion quality
A high CTR can attract low-quality traffic if the ad overpromises or targets the wrong audience.
Using mismatched click definitions
Some platforms separate link clicks, outbound clicks, all clicks, and unique clicks. Use the same definition across comparisons.
Related PPC metrics
Use CTR with related calculators
FAQ
CTR Calculator FAQ
What is CTR?
CTR means click-through rate. It shows the percentage of impressions that resulted in clicks.
How do you calculate CTR?
To calculate CTR, divide clicks by impressions and multiply by 100.
What is a good CTR?
A good CTR depends on the channel, campaign type, audience, ad format, and search intent.
Why is CTR important?
CTR helps you understand whether people are responding to your ad after seeing it.
What is the difference between CTR and conversion rate?
CTR measures clicks divided by impressions. Conversion rate measures conversions divided by clicks or sessions.
Can CTR be higher than 100%?
CTR is usually not higher than 100%. If clicks are higher than impressions, check whether the platform is using different click and impression definitions.
Is a higher CTR always better?
Not always. A higher CTR is useful only if the clicks are relevant and support conversions, revenue, or another campaign goal.
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