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CTR Calculator

Calculate click-through rate from clicks and impressions. See clicks per 1,000 impressions, a target scenario, and optional CPC and CPM from advertising spend.

Build your scenario.

All starting values are illustrative examples. Replace them with your own figures. USD is used throughout.

01 · Clicks and impressions
Use one click definition: link, outbound or all clicks. Keep it consistent with the impressions you enter.
Times the ad or listing was shown in the same reporting period. Impressions are not unique reach.
02 · A target and optional spend
A what-if target you choose, not an industry benchmark.
Optional: enter 0 for an unpaid placement. Spend is used only for CPC and CPM.

No signup required. These calculators process your entries in your browser; the calculator does not send or save your input values.

How to calculate CTR.

Click-through rate (CTR) is the percentage of impressions that produce clicks under the click definition in your report. Divide clicks by impressions and multiply by 100. Use matching placement, period and click definitions.

CTR = clicks ÷ impressions × 100.
CPC = advertising spend ÷ clicks, when clicks are positive.
CPM = advertising spend ÷ impressions × 1,000.

A worked example

1,000 clicks from 50,000 impressions gives 2.0% CTR, or 20 clicks per 1,000 impressions. At $1,200 in advertising, CPC is $1.20 and CPM is $24. A 3% CTR at the same 50,000 impressions requires 1,500 clicks—500 more. These illustrative inputs do not predict what an ad change will achieve.

The core definition follows Google Ads’ CTR documentation. Platform reports can use different click definitions. Check whether you are comparing all clicks, link clicks or outbound clicks before drawing conclusions.

Use CTR alongside business outcomes

Compare like-for-like campaigns, placements, audiences and periods. Then review conversion rates, acquisition costs and contribution. An ad can attract more clicks while attracting fewer suitable buyers. There is no universal CTR target that guarantees a profitable campaign.

What is a good click-through rate?

It depends on channel, placement, audience, objective and click definition. Compare a consistent baseline and your downstream results. The target field is your chosen scenario, not a promised benchmark.

Can I use reach instead of impressions?

Use impressions for CTR. Reach counts unique people or accounts, while impressions count displays; substituting reach changes the denominator and the meaning of the rate.

What if clicks are zero or impressions are zero?

Zero clicks with positive impressions gives 0% CTR and no defined CPC. Zero impressions has no defined CTR, so the tool asks for a positive impression count. It does not silently treat that case as 0%.

Why can the calculator show more than 100%?

Some click definitions permit multiple interactions per impression, or the counts may have different scopes. Check the underlying report and definitions. The tool flags this for review rather than hiding the entered counts.

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