Free tool · CTR

CTR calculator.

Click-through rate from clicks and impressions, plus what a target CTR means in clicks.

Runs in your browser. Nothing is uploaded or stored.
  1. 1Type your own numbers on the left. Everything updates as you type.
  2. 2Read the results on the right. The highlighted figure is the one that matters most.
  3. 3Copy the link to share these exact numbers, or switch currency at the top.

Work out CTR

Or: clicks from a target CTR

Click-through rate–

Clicks at your target CTR–

The CTR formula

CTR = (clicks ÷ impressions) × 100

Worked example

A clinic's Meta ad gets 150 clicks from 10,000 impressions: a 1.5% CTR, or one click per 67 views. A new video version gets 240 clicks from the same 10,000 impressions, a 2.4% CTR. Before calling it the winner, check the A/B test calculator: at these volumes the difference is significant, but at 1,000 impressions it wouldn't be.

Reading CTR properly

Meta reports two figures: CTR (all), which counts any click including likes and expands, and CTR (link click-through rate), which counts clicks to your site. Use the link figure. On Google, compare CTR by keyword and match type rather than at campaign level, where brand terms hide the problem ones.

FAQ

CTR calculator: questions answered.

What is CTR?

Click-through rate: the share of people who clicked your ad after seeing it. 150 clicks from 10,000 impressions is a 1.5% CTR.

What is the CTR formula?

CTR = (clicks ÷ impressions) × 100.

What is a good CTR?

It varies by platform and placement. Google Search ads often sit in the 3 to 6% range because people are already looking. Meta and TikTok feeds are usually around 1 to 2%. Compare against your own account history rather than a published average.

Does a high CTR mean a good ad?

Not always. Clickbait can get a high CTR and zero sales. Read CTR alongside conversion rate and cost per result.

Why did my CTR drop?

Usually creative fatigue, a broader audience, or a new placement with lower engagement. Rising frequency with falling CTR is the classic sign your audience has seen the ad too many times.

What is a good CTR for Google Search?

Google rewards relevance, so CTR feeds Quality Score. Brand terms can exceed 20%. For generic search terms, 3 to 6% is a reasonable aim, but the real test is whether the clicks convert.

How does CTR affect my costs?

On Google, higher CTR improves Quality Score, which lowers cost per click. On Meta and TikTok, more engaging ads earn cheaper delivery. Better creative is the cheapest way to cut costs on every platform.

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