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CTR Calculator

CTR is the share of impressions that turned into a click. Enter the clicks and the impressions to get it, or add the ad spend to see the CPM and the CPC that go with it.

  • Free
  • No sign-up
  • Runs in your browser
What do you want to calculate?

Result

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Enter the numbers above to see the result.

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How to use it

  1. Enter the clicks and the impressions of the same ad and the same period.
  2. Read the CTR: clicks divided by impressions, times 100.
  3. Estimating? Open "Add more numbers" and type the impressions and the CTR you expect: the clicks appear under "Also worked out".
  4. Add the ad spend to get the CPM and the CPC from the same numbers, then copy a summary or a link to the result.

Examples

  • Campaign CTR

    1,250 clicks from 50,000 impressions is a CTR of 2.5%.

  • CTR with the cost

    US$ 500 for 100,000 impressions and 2,000 clicks is a CTR of 2%, a CPM of US$ 5 and a CPC of US$ 0.25.

  • Clicks to expect

    80,000 impressions at a CTR of 1.5% bring 1,200 clicks.

  • Why a higher CTR lowers the CPC

    100,000 impressions at a CPM of US$ 6 cost US$ 600. At a CTR of 1% that is 1,000 clicks at US$ 0.60 each. At 2% it is 2,000 clicks at US$ 0.30 each.

Questions

What is CTR?

CTR means click-through rate: the percentage of impressions that ended in a click. It is used for ads, search results, emails and any link that is shown and can be clicked.

How do you calculate CTR?

CTR = clicks ÷ impressions × 100. To estimate clicks, turn it around: clicks = impressions × CTR ÷ 100.

What is a good CTR?

It depends on where the link is shown. A search ad that answers a query, a banner on a news site and an email to subscribers are not comparable, so one benchmark for all of them misleads. Compare each ad with your own earlier ads in the same placement and for the same audience, and take a published average as a reference only when it names its source, date and channel.

Does a higher CTR lower my costs?

When you pay for impressions, yes: the same spend is spread over more clicks, so CPC = CPM ÷ (CTR × 10) goes down. It only helps if the extra clicks also convert, so read the CTR together with the conversion rate.

What is the difference between CTR and conversion rate?

CTR measures the step from seeing to clicking: clicks ÷ impressions. Conversion rate measures the step from clicking to acting: conversions ÷ clicks. An ad can win many clicks and still sell little.

Why does my CTR look too high?

The two numbers were probably counted in different ways: different periods, different placements, or people reached used in place of impressions. Take clicks and impressions from the same report and the same date range.

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