CTR Calculator
Calculate click-through rate from clicks and impressions, with a link to Tecuy's real, sourced CTR benchmarks by channel.
There is no single good CTR — typical rates vary widely by channel (search vs. display vs. social), industry, ad format, and audience targeting. Rather than an invented benchmark number, see Tecuy's Marketing Intelligence benchmarks for real, sourced CTR data by channel and industry.
Calculated entirely in your browser — nothing you enter here is sent to a server.
CTR (click-through rate) is the share of people who saw your ad or link and clicked it — clicks divided by impressions. It measures how compelling your ad copy, creative, or targeting is at getting the click, not what happens afterward (conversion rate measures that separately).
CTR benchmarks vary enormously by channel, industry, and campaign type — a strong search-ads CTR and a strong display-ads CTR look nothing alike. Rather than guessing at a target, Tecuy's Marketing Intelligence benchmarks (linked below) publish real, sourced CTR figures broken out by channel and industry.
Formula and how CTR connects to cost
CTR = clicks ÷ impressions × 100. An ad shown 18,400 times and clicked 552 times has a CTR of 3%.
CTR links the two ways ads are priced: CPM = CPC × CTR × 1,000. At $1.20 per click and a 3% CTR, every 1,000 impressions cost $36. Raising CTR at the same CPC raises what you effectively pay per thousand impressions, and lowers the cost of each click when you buy impressions.
Convert between them with the CPC calculator and theCPM calculator. A high CTR with few conversions points at the landing page; check that with the conversion rate calculator.
How to use the CTR Calculator
- Enter the number of Clicks from your ad or campaign report.
- Enter the number of Impressions for the same period and placement.
- Click Calculate to see CTR as a percentage, shown with the formula used.
- Click Reset to clear both fields and start again.
Example: CTR for a small search campaign
An ad with 37 clicks from 2,450 impressions: enter 37 in Clicks and 2450 in Impressions, then click Calculate. The result is 1.51%, because 37 ÷ 2,450 × 100 = 1.5102..., which is displayed with up to three decimal places.
Questions about the CTR Calculator
- Why does it say clicks and impressions must be whole numbers?
- Clicks and impressions are counts of individual events, so a value like 4.5 is rejected with "Clicks and impressions must be whole numbers." Use the raw totals from your report, not averages.
- Why can't clicks be higher than impressions?
- CTR is the share of impressions that produced a click, so it cannot exceed 100%. If your platform shows more clicks than impressions, the two numbers probably come from different date ranges, filters or click definitions.
- What happens if impressions are zero?
- The tool shows "Impressions cannot be zero — CTR is undefined without any impressions." instead of a number, since dividing by zero has no meaningful result.
- Should I compare CTR across channels?
- Compare CTR within the same channel and ad format. Search, display and email CTRs are measured differently, so the sourced benchmark pages break them out separately.
- What is a good click-through rate?
- It depends heavily on channel, industry and ad position: search ads usually have far higher CTRs than display ads. Compare against benchmarks for the same channel, such as Tecuy's sourced search advertising benchmarks, rather than a single rule of thumb.
- What is the difference between CTR and conversion rate?
- CTR is the share of impressions that become clicks. Conversion rate is the share of clicks or visits that complete a goal, such as a purchase. An ad can have a high CTR and a low conversion rate if the landing page doesn't match the ad.