Click-through rate

CTR Calculator

Free CTR calculator for ads, email, and search snippets. Calculate click-through rate, clicks per 1,000 impressions, and required clicks.

Formula CTR = clicks / impressions x 100

CTR needs campaign context. Use the value as a rate, not as a universal quality score.

4,800 clicks from 320K impressions equals 1.5% CTR.

CTR 1.5% Click-through rate

Clicks per 1,000 impressions 15 Useful for CPM comparisons

Clicks for target CTR 6,400 2% target CTR

Formula CTR = clicks / impressions x 100

How to use this calculator

CTR is a rate, not a universal quality score. A search ad, display ad, email campaign, and affiliate link can all have very different normal ranges.

CTR helps explain CPC and CPM performance. A high CPM can still produce a reasonable CPC if CTR is strong.

What is CTR?

CTR is click-through rate: clicks divided by impressions, multiplied by 100.

Can CTR be over 100%?

For normal ad impression reporting it should not be. If it is, the input data likely uses mismatched units.

Is CTR the same as conversion rate?

No. CTR measures clicks from impressions. Conversion rate measures actions from clicks or sessions.