CTR Calculator: Clicks From Impressions

Click‑through rate (CTR) is the percentage of impressions that became clicks. It is a fast way to judge creative and audience fit.

How to calculate CTR

CTR (%) = (Clicks / Impressions) × 100

Worked example: 1,200 clicks from 80,000 impressions.

CTR = (1,200 / 80,000) × 100 = 1.5%

Your CTR is 1.5%.

What to do with the result

• Low CTR? Improve creative and tighten targeting before you chase cheaper CPM.
• CTR interacts with CPC and CPM — a better CTR can lower your effective CPC at a given CPM.
• Down‑funnel, tie CTR to ROAS and quality to avoid optimizing for empty clicks.
• Browse other free calculators on the Tools index.
• Related reads: CPM Calculator, ROAS Calculator, LTV Calculator.

Common mistakes and when not to trust CTR

• Optimizing to clicks, not outcomes: A higher CTR with poor conversion wastes budget.
• Clickbait/irrelevance: Promises in the ad that the landing page cannot fulfill lift CTR and spike bounce.
• Cross‑format comparisons: Display and search CTRs are not comparable ranges.
• Invalid traffic: Some placements inflate CTR with accidental/bot clicks — monitor quality metrics.
• Ad fatigue: CTR decays with frequency; rotate creative before reading too much into a trend.

Second example (CTR vs conversion): Two variants spend $1,000 each. A: CTR lowers CPC to $1.50 → ~667 clicks, site CVR 0.8% → 5.3 sales, CPA ≈ $188. B: CPC $2.00 → 500 clicks, CVR 2.0% → 10 sales, CPA = $100. Lower CTR with better intent wins.

Run your own numbers

Open the free CTR Calculator to compute CTR or to solve for clicks or impressions given a target rate.