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CTR Calculator
Click-through rate is the percentage of people who saw something and clicked it. Enter clicks and impressions — for an ad, a search listing or an email — to get the CTR, the clicks you get per 1,000 impressions, and cost per click if you add what you spent.
- Clicks per 1,000 impressions
- 15
- Impressions per click
- 66.7
- Cost per click
- —
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Your recent calculations
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Formula
How to use it
- Enter the number of clicks.
- Enter the number of impressions, or delivered emails.
- Optionally add the spend to see cost per click.
Worked examples
150 clicks from 10,000 impressions
- Click-through rate
- 1.5%
- Clicks per 1,000 impressions
- 15
- Impressions per click
- 66.7
42 clicks from 3,500 impressions on $63 of spend
- Click-through rate
- 1.2%
- Clicks per 1,000 impressions
- 12
- Cost per click
- $1.50
What counts as a good CTR
It depends entirely on the channel. Search ads, shown to people already looking for something, commonly earn several percent. Display banners and social feed ads are usually well under 1–2%. Marketing emails often see 2–5% of delivered messages clicked.
Compare like with like — your own past campaigns on the same channel are the most useful benchmark.
CTR is not the goal
A higher CTR lowers your cost per click on most ad platforms and brings more visitors, but clicks only matter if they turn into sales. A sensational headline can lift CTR while conversion rate falls. Watch CTR together with conversion rate and cost per conversion.
For email, be clear which rate you are quoting: click-through rate divides clicks by delivered emails, while click-to-open rate divides clicks by opens and is always higher.
Questions people ask
How do I calculate CTR?
Divide clicks by impressions and multiply by 100. 50 clicks from 2,000 impressions is a 2.5% CTR.
What is the CTR for 150 clicks and 10,000 impressions?
1.5%, or 15 clicks for every 1,000 impressions.
Can CTR be over 100%?
Only if clicks are counted more loosely than impressions — for example one person clicking several links in the same email. With unique clicks and unique impressions it cannot exceed 100%.