acalculator

What is my CTR?

Enter the clicks and impressions of an ad, email or search listing to see its clickthrough rate. Or enter a CTR to see how many clicks a number of impressions should bring, or how many impressions you need for a number of clicks.

Your numbers

CTR
3%

150 clicks from 5,000 impressions is a CTR of 3%.

CTR: 3%. 150 clicks from 5,000 impressions is a CTR of 3%.

The results are estimates for information only. They are not financial, tax, or legal advice. Check the numbers with your lender or a qualified professional before you decide. Terms of use

How to calculate

Computes the clickthrough rate (CTR) of an ad, email or search result from its clicks and impressions, or the clicks or impressions from the other two.

Example with the default inputs (Clicks 150, Impressions 5,000): 150 clicks from 5,000 impressions is a CTR of 3%.

Formula: CTR = clicks ÷ impressions × 100; clicks = CTR × impressions ÷ 100; impressions = clicks ÷ CTR × 100.

  • Each click comes from an impression, so the CTR is at most 100%.
  • Arithmetic is exact on the typed decimals; the CTR shows to 2 decimals and clicks and impressions to the whole number, halves up.

Machine-readable copies: Markdown, JSON.

Worked examples

Each example is checked against the calculator on every build.

  1. Clicks 5, Impressions 100 gives CTR 5%.Source: Google Ads Help, "Clickthrough rate (CTR): Definition" (clicks ÷ impressions; 5 clicks and 100 impressions is a 5% CTR). https://support.google.com/google-ads/answer/2615875
  2. CTR 5%, Impressions 100 gives Clicks 5.Source: Google Ads Help, "Clickthrough rate (CTR): Definition" (clicks ÷ impressions; 5 clicks and 100 impressions is a 5% CTR). https://support.google.com/google-ads/answer/2615875, worked back: 5 × 100 ÷ 100 = 5
  3. Clicks 120, CTR 2.4% gives Impressions 5,000.Source: Google Ads Help, "Clickthrough rate (CTR): Definition" (clicks ÷ impressions; 5 clicks and 100 impressions is a 5% CTR). https://support.google.com/google-ads/answer/2615875
  4. Clicks 1, Impressions 3 gives CTR 33.333333%.Source: Google Ads Help, "Clickthrough rate (CTR): Definition" (clicks ÷ impressions; 5 clicks and 100 impressions is a 5% CTR). https://support.google.com/google-ads/answer/2615875

How it works

With the clicks C, the impressions N and the clickthrough rate in percent:

  • CTR = C ÷ N × 100
  • Clicks C = CTR × N ÷ 100
  • Impressions N = C ÷ CTR × 100

Fill in any two of the three, and the calculator works out the third. If you fill in all three, they must agree.

Rules:

  • The clicks are 0 or more, the impressions more than 0, and each at most 1 trillion. The CTR is from 0% to 100%.
  • Clicks more than impressions give no answer. A CTR of 0% cannot give the impressions, because any number of impressions fits.
  • The arithmetic is exact on the decimals you type. The CTR shows to 2 decimals, and clicks and impressions to the whole number, with halves rounded up (away from 0).

Assumptions

  • Every click comes from one impression, and each impression counts once.

Worked examples by hand

5 clicks from 100 impressions. CTR = 5 ÷ 100 × 100 = 5%.

A 5% CTR on 100 impressions. C = 5 × 100 ÷ 100 = 5 clicks.

120 clicks at a 2.4% CTR. N = 120 ÷ 2.4 × 100 = 5,000 impressions.

1 click from 3 impressions. CTR = 1 ÷ 3 × 100 = 33.333…, shown as 33.33%.

Other questions people ask

What is CTR?

CTR, the clickthrough rate, is the share of the people who saw an ad or link and then clicked it. It is the number of clicks divided by the number of impressions, written as a percent.

How do I calculate CTR?

Divide the clicks by the impressions and multiply by 100. 5 clicks from 100 impressions is 5 ÷ 100 × 100 = 5%. 150 clicks from 5,000 impressions is 3%.

How many impressions do I need for a number of clicks?

Divide the clicks you want by the CTR and multiply by 100. For 120 clicks at a 2.4% CTR you need 120 ÷ 2.4 × 100 = 5,000 impressions.

What is a good CTR?

It depends on the channel, the industry and the position of the ad. Search ads often get a higher CTR than display ads, because people see them while looking for something. Compare your CTR with your own past campaigns and with figures for your channel.

Is a higher CTR always better?

Not always. A high CTR means the ad gets attention, but the clicks only pay off if people then buy or sign up. Look at the conversion rate and the return on ad spend too.

Can CTR be more than 100%?

No. Each click comes from someone who saw the ad, so the clicks cannot be more than the impressions. This calculator gives no answer when they are.