CTR Calculator
CTR (click-through rate) is the percentage of people who clicked after seeing something, such as an ad, a search result or an email link: clicks ÷ impressions × 100.
Calculate CTR
CTR Calculator
CTR formula
CTR (%) = (Clicks ÷ Impressions) × 100
Example
45 clicks from 1,500 impressions: 45 ÷ 1,500 × 100 = 3.00%.
How to use the calculator
- Enter the number of clicks and impressions for the same item and period.
- Select Calculate CTR.
Clicks can’t exceed impressions, and impressions must be greater than zero.
Reading your CTR
“Good” CTR varies a lot by channel, position and industry, so compare against your own past results and similar campaigns. A high CTR with few conversions can mean the ad attracts the wrong people or the landing page doesn’t deliver what the ad promised. Check the conversion rate next. In Google Search Console, CTR for your pages helps you spot titles and descriptions worth rewriting with the SERP snippet preview.
Where CTR is measured
| Channel | Clicks | Impressions |
|---|---|---|
| Paid ads | Ad clicks | Ad impressions |
| Google Search Console | Clicks from search | Times a page appeared in results |
| Link clicks | Emails delivered (or opened, for click-to-open rate) |
Always say which definition you used. An email “CTR” based on opens is much higher than one based on deliveries.
How to improve CTR
- Ads: match the headline to the search or audience, show a concrete benefit, and test one change at a time.
- Search results: rewrite titles and descriptions that rank but don’t get clicked, and preview them with the SERP snippet preview.
- Email: use one clear call to action rather than many competing links.
Position strongly affects CTR in search results, so compare pages at similar average positions.
Frequently asked questions
CTR measures clicks out of impressions; conversion rate measures completed actions (such as purchases) out of visitors or clicks.
Not with correct data. If clicks exceed impressions, the numbers come from different sources or periods.
It depends heavily on ranking position and on whether results show ads or other features. Compare pages at similar positions rather than against a single benchmark.
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