Free tool · CTR
CTR Calculator
Click-through rate is the share of people who saw your ad and clicked it — the cleanest read on how well a creative and its targeting earn attention. Enter any two of impressions, clicks, and CTR and this calculator solves for the third.
CTR rewards the click — not the customer
The math is one division. The trap is treating a high CTR as success when the only thing it measures is whether people clicked, not whether they were the right people.
A click is not a conversion
A creative can earn a 3% CTR and still lose money if those clicks bounce. CTR sits at the top of the funnel — always read it next to conversion rate and cost per acquisition, never on its own.
High CTR can be a warning
Clickbait, misleading creative, or accidental clicks on mobile all inflate CTR while degrading quality. A sudden CTR spike with flat conversions usually means you are buying the wrong attention.
Benchmarks are channel-specific
A “good” CTR on search is a poor one on a branded email and an excellent one on display. CTR only means something compared against the same format, placement, and audience.
Calculate your CTR
Enter any two of impressions, clicks, and CTR.
How many times the ad was shown.
How many of those impressions were clicked.
Click-through rate — clicks as a percentage of impressions.
Waiting for input
Enter any two of impressions, clicks, and CTR — the third fills in automatically.
Formula: CTR = clicks ÷ impressions × 100.
What is CTR?
Click-through rate is the percentage of impressions that resulted in a click. It is the standard measure of how compelling an ad, link, or email is at the moment of exposure — across search, social, display, and email.
Because it normalises clicks to the volume of impressions, CTR lets you compare the pulling power of different creatives and placements regardless of how much each one was served.
Calculate CTR
CTR = (Clicks ÷ Impressions) × 100
450 clicks from 30,000 impressions → CTR = (450 ÷ 30,000) × 100 = 1.5%
Calculate clicks
Clicks = Impressions × (CTR ÷ 100)
30,000 impressions × (1.5 ÷ 100) = 450 clicks
Calculate impressions
Impressions = Clicks ÷ (CTR ÷ 100)
450 clicks ÷ (1.5 ÷ 100) = 30,000 impressions
How to use this CTR calculator
Three fields, one equation — fill in the two you know.
Enter the two values you have
Know your impressions and clicks? Get CTR. Know your CTR and impressions? Get the clicks it implies. Know clicks and CTR? Get the impressions you need. Any two solve the third.
Compare against the right benchmark
A CTR is only useful next to a like-for-like reference — the same channel, format, and audience. Benchmark search against search and display against display, never across formats.
Follow the click downstream
Before you optimise for the highest CTR, check what happens after the click. The best CTR is the one that also holds up on conversion rate and cost per acquisition.
What is a good CTR?
It is entirely channel-dependent. Google Search ads often run 3–6%, display ads frequently sit below 0.5%, social ads land somewhere in between, and email click rates vary by list quality. The only honest benchmark is the CTR of comparable placements in the same channel reaching the same audience.
Is a higher CTR always better?
Not on its own. A high CTR driven by clickbait or accidental mobile taps can flood your funnel with low-intent traffic that never converts and wastes budget. Optimise for the highest CTR that still produces healthy conversion and cost-per-acquisition downstream.
How does CTR relate to CPC and CPM?
They are linked: for a fixed CPM, a higher CTR drives a lower CPC, because you earn more clicks from the same paid impressions. Roughly, CPC = CPM ÷ (CTR × 10). Improving CTR is one of the most direct levers for bringing down cost per click.
Should I count unique or total clicks?
Use the definition consistently. Total clicks count every click including repeats; unique clicks count one per user. Platforms report both — pick one (most use total for CTR) and apply it the same way across every campaign you compare.
One metric is a number — Multiply connects them all
When every campaign metric, brief, and account signal lives in one AI operating system, you stop calculating in spreadsheets and start acting on the full picture. That's Multiply.