Marketing
CTR Calculator
Measure click-through rate from impressions and clicks, or reverse the formula to estimate either input.
Enter clicks and impressions to calculate CTR.
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CTR Formula Explained
Calculate CTR
CTR = (Clicks / Impressions) x 100
Calculate Clicks
Clicks = (CTR / 100) x Impressions
Calculate Impressions
Impressions = Clicks / (CTR / 100)
What is click-through rate?
Click-through rate measures the share of impressions that turn into clicks. It is one of the fastest ways to judge whether an ad, email, or search listing is generating interest.
CTR is not a profitability metric on its own, but it is a strong diagnostic one. Rising CTR can signal better copy, better targeting, or stronger creative. Falling CTR often points to fatigue or weak relevance.
Frequently asked questions
What is CTR?
CTR stands for click-through rate. It is the percentage of impressions that result in a click, indicating how often people who see your ad or link actually click on it.
How do I calculate CTR?
Divide clicks by impressions, then multiply by 100. If an ad gets 120 clicks from 10,000 impressions, CTR is 1.2%.
Why does CTR matter?
CTR is a quick signal of relevance. A stronger CTR often means your creative, audience targeting, and message are better aligned.
What is a good CTR for paid search ads?
Average paid search CTR varies by industry and keyword intent, but 2–5% is generally considered solid for Google Search ads. Branded keywords often produce much higher CTRs, while broad-match campaigns targeting lower-intent terms may see under 1%.
How does CTR affect Quality Score in Google Ads?
Expected CTR is one of the three components of Quality Score in Google Ads. A higher expected CTR signals stronger ad relevance, which improves Quality Score, can lower your cost per click, and improves ad position for the same bid.