About the CTR Calculator
This CTR calculator divides clicks by impressions to give your click-through rate — the share of people who saw a link, ad or listing and clicked it. Add a target CTR and it shows how many clicks that target implies from the same impressions and how far you are from it.
It works for paid search and social ads, organic search results from Google Search Console, display banners, email campaigns (clicks ÷ delivered or opened emails), app-store listings and on-site buttons. Anyone optimizing headlines, ad copy, thumbnails or meta descriptions can use it to measure the effect of a change.
CTR varies widely by channel and position — a top search result and a display banner live in different worlds — so the most useful comparison is against your own past results in the same channel.
With the default inputs, the click-through rate is 2.5%. Change any value above to recalculate instantly.
How to use the ctr calculator
- 1Enter the number of clicks from your ad platform, Search Console or email tool.
- 2Enter the impressions (or delivered or opened emails) for the same period.
- 3Set a target CTR to see the clicks required to reach it.
- 4Test new headlines or creative and recalculate to compare.
Formula and method
Click-through rate is the number of clicks divided by the number of times the link or ad was shown, multiplied by 100 to express it as a percentage. For email, use delivered emails (click rate) or unique opens (click-to-open rate) as the denominator.
Clicks needed at a target rate are Impressions × target ÷ 100. The gap assumes impressions stay the same, so it measures how much better the creative, copy or placement must perform.
- Clicks
- Clicks on the ad, link or result
- Impressions
- Times it was shown (or emails delivered/opened)
Worked examples
Ad with 450 clicks from 18,000 impressions
450 ÷ 18,000 = 0.025, a 2.5% CTR — one click for every 40 impressions. At a 3% target the same impressions would need 540 clicks, 90 more than now.
Display banner below a 1% goal
32 clicks from 5,200 impressions is a CTR of about 0.62%. Reaching 1% would require 52 clicks, 20 more from the same impressions.
Email campaign already at target
1,260 clicks from 42,000 delivered emails is exactly a 3% click rate, so no additional clicks are needed to meet the target.
Frequently asked questions
How do you calculate CTR?+
Divide clicks by impressions and multiply by 100. If an ad was shown 10,000 times and clicked 150 times, its click-through rate is 150 ÷ 10,000 × 100 = 1.5%.
What is a good click-through rate?+
It depends on the channel. Search ads and top organic results usually earn much higher CTRs than display banners, and branded searches beat generic ones. Compare against your own history in the same channel and position.
What is the difference between email click rate and click-to-open rate?+
Click rate divides clicks by delivered emails. Click-to-open rate divides clicks by unique opens, so it measures how compelling the content was to people who actually opened the message.
Does a higher CTR lower my ad costs?+
Often, yes. Platforms like Google Ads factor expected CTR into quality score and ad rank, so a more relevant ad that earns more clicks can win better positions at a lower cost per click.
Why is my CTR high but conversions low?+
A high CTR with poor conversions usually means the ad attracts clicks the landing page does not satisfy — the offer, price or message does not match, or the page is slow or confusing. Check conversion rate alongside CTR.