# What is my CTR?

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.

- Page: https://www.acalculator.org/finance/ctr-calculator
- JSON spec: https://www.acalculator.org/finance/ctr-calculator.json
- Version: 8e0d271b0c8f

## Default answer

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

## Inputs

| Key | Label | Description |
| --- | --- | --- |
| clicks | Clicks | How many times people clicked the ad or link. |
| impressions | Impressions | How many times the ad or link was shown. |
| ctr | CTR | The clickthrough rate: clicks ÷ impressions × 100. |

## Outputs

| Key | Label | Description |
| --- | --- | --- |
| clicks | Clicks | How many clicks, to the nearest whole click (halves up). |
| impressions | Impressions | How many impressions, to the nearest whole impression (halves up). |
| ctr | CTR | Clicks ÷ impressions × 100, to 2 decimals. |

## Method

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

## Assumptions

- 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.

## Worked examples

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.

## FAQ

### 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.

## Sources

- 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 (retrieved 2026-10-05)