CTR Calculator

Work out click-through rate from impressions and clicks.

Calculate your click-through rate (CTR) — the percentage of people who clicked after seeing your ad, email or search listing. Enter impressions and clicks to get the CTR instantly, plus how many impressions it takes to earn one click. Works for Google Ads, Meta ads, email and organic search. Runs fully in your browser — nothing is uploaded.

How to use CTR Calculator

  1. Enter impressions

    Type how many times your ad, listing or email was shown into the free online CTR calculator to set the impressions side of the click-through rate formula.

  2. Add total clicks

    Enter the number of clicks those impressions earned, and the tool instantly calculates your click-through rate using clicks divided by impressions times 100.

  3. Read your CTR

    View your click-through rate percentage instantly, with a clear summary of clicks from total impressions so you can judge how compelling your creative is.

  4. See the donut split

    Explore the donut chart and legend that break down clicks versus impressions without a click, giving a visual read on engagement at a glance.

  5. Check impressions per click

    Review the impressions-per-click ratio to understand how many views it takes to earn one click, a useful signal for ad relevance and Quality Score.

  6. Reset or share

    Hit reset to test a new campaign or share the result link instantly, knowing every CTR calculation runs privately in your browser and is never uploaded.

Frequently asked questions

What is a good CTR?

It varies by channel: Google Search ads often see 3–5%, display ads under 1%, and email campaigns 2–5%. Compare against your own past campaigns and your industry’s benchmarks rather than a single universal number.

What counts as an impression?

One impression is one time your ad, listing or email was shown — regardless of whether it was clicked. Clicks are the subset of those impressions that resulted in a click.

Does this work for organic search and email?

Yes. CTR is the same formula everywhere — clicks ÷ impressions × 100 — so it works for Google/Meta ads, organic search listings, and email opens-to-clicks alike.

How do I calculate click-through rate (CTR)?

Use the CTR formula: divide clicks by impressions and multiply by 100. For example, 350 clicks from 10,000 impressions is 350 ÷ 10,000 × 100 = 3.5%. This free CTR calculator returns the click-through rate instantly.

How can I improve a low click-through rate?

Write sharper headlines and ad copy, use a clear call-to-action, test different creative, target a more relevant audience, and add ad extensions or rich snippets. A higher CTR signals relevance and can lower your cost per click.

How does CTR affect Quality Score and ad cost?

On Google Ads, a strong click-through rate is a key input to Quality Score, and a higher Quality Score can lower your CPC and improve ad rank. Improving CTR therefore often makes your ads both cheaper and more visible.

What is the difference between CTR and conversion rate?

CTR (click-through rate) measures the share of people who clicked after seeing your ad or listing, while conversion rate measures the share of those clickers who then completed a goal like a purchase. A high CTR with a low conversion rate means people click but don't convert — check both.

How do I calculate CTR for email campaigns?

Use the same formula: clicks ÷ delivered emails (or impressions) × 100. For email, this is the click-through rate; the click-to-open rate instead divides clicks by opens. Enter your clicks and delivered count here to get the email CTR instantly.

Is my data sent anywhere?

No. Everything is calculated in your browser with JavaScript — nothing you enter is uploaded.

Related tools — Marketing · Ad metrics