Calculate click-through rate from clicks and impressions.
Please do not make financial decisions based on these results.
What is the CTR Calculator?
Calculate click-through rate from clicks and impressions. To use the CTR Calculator, enter clicks, impressions; it returns click-through rate, impressions per click, and shows them instantly as you type.
Where the CTR Calculator fits
Calculate click-through rate from clicks and impressions. The main figure it returns is the Click-through rate, worked out from the values you enter.
It belongs with the other marketing & saas metrics tools. If you are comparing options or checking a result from another angle, try the CPC and CPM Calculator, AdSense Earnings Calculator or the Churn Rate Calculator.
How to use the CTR Calculator
- Enter your numbers. The inputs are Clicks, Impressions. Use real figures from your own records where you can. Fields marked optional can stay at zero.
- Read the result. The highlighted box gives the Click-through rate, and the cards below show Impressions per click. Tables and charts break it down further.
- Test other scenarios. Results update as you type. Change one value at a time to see what drives the answer, and press Reset to go back to the defaults.
Formula and how it works
Example with real numbers
Here is the CTR Calculator using the default values shown in the calculator above:
Inputs
| Clicks | 1,450 |
|---|---|
| Impressions | 85,000 |
Results
| Click-through rate | 1.71% |
|---|---|
| Impressions per click | 59 |
With these inputs the calculator returns Click-through rate: 1.71%. Change any value in the calculator to see how the result moves.
What if you change one input?
Sensitivity check: raising Clicks from 1,450 to 1,740 (about 20% higher) and leaving everything else as in the example above changes the results like this:
| Result | Example | After the change | Change |
|---|---|---|---|
| Click-through rate | 1.71% | 2.05% | +20% |
| Impressions per click | 59 | 49 | -16.7% |
The input that moves the result most is the one to check twice. Change it in the calculator above to test your own case.
What the results tell you
The results panel of the CTR Calculator reports Click-through rate and impressions per click. Compare these figures while changing one input at a time, and use the related calculators below to look at the same situation from another angle.
Method and limits. This calculator applies the formula in the section above to your inputs, in your browser; nothing you enter is stored on our servers. The result is only as accurate as the numbers you enter and the formula shown above. It is for information, not financial, tax or legal advice.
Frequently asked questions
What is a good CTR?
Search ads often reach 3% to 5%; display and social ads are usually well below 1%.
Which marketing metrics matter most?
Customer acquisition cost, lifetime value, conversion rate, churn and return on ad spend show whether growth is profitable.
Do these calculators connect to my analytics?
No. You type in your own figures, and nothing is sent to our servers.
Are the results guaranteed?
No. Results depend entirely on the numbers you enter and the formulas shown on this page. Please do not make financial decisions based on them alone; confirm important figures with a licensed professional.
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- Customer Retention Rate Calculator
- CPA Calculator — Cost per Acquisition
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