Calculate
CTR Calculator
Calculate click-through rate from clicks and impressions.
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Last reviewed: 2026-11-09. Methodology: formulas use your inputs only — no hidden fees or market data APIs. Results are estimates for planning, not professional advice.
Basic
What it is & how to use it
Click-through rate (CTR) is the share of impressions that result in a click. It helps compare creative and query relevance.
How to use the CTR Calculator
1) Enter clicks.
2) Enter impressions.
3) Read CTR as a percentage.
4) Keep the same placement and date range when you compare creatives.
Intermediate
Formula & worked example
CTR = (Clicks ÷ Impressions) × 100.
Worked example: 250 clicks ÷ 10,000 impressions = 2.5% CTR.
CTR cannot exceed 100% with valid inputs.
Advanced
Interpretation, edge cases & next steps
High CTR with poor conversion still fails the business case.
Advanced: segment by device, match type and audience; pair CTR with CPC and ROAS. Benchmarks vary heavily by channel — use your history.
Planning estimate only.
Go deeper: CPM vs CPC vs CPA: What’s the Difference?
Frequently asked questions
Can CTR exceed 100%?
Not with valid inputs — clicks cannot exceed impressions.
Is higher CTR always better?
Not if clicks are low intent. Check conversion and ROAS.
Search vs display CTR?
They are not comparable; intent and formats differ.
Do you store my numbers?
Inputs stay in-session and in optional share URLs.
How do I improve CTR?
Tighten relevance, creative and targeting — then re-measure in the same window.
Deep guide
Read the full guide
Longer teaching, worked scenarios and mistakes — then jump back into this tool with example numbers.