What Is Click-Through Rate (CTR)?
Click-through rate (CTR) measures how often people who see your ad, email, or search listing actually click it. It is one of the most important engagement metrics in digital marketing because it directly reflects how compelling and relevant your message is to its audience. A higher CTR generally means better targeting, stronger creative, and more efficient spending.
How to Use This Calculator
Enter the total number of clicks your link, ad, or listing received, and the total number of impressions (how many times it was shown). The calculator divides clicks by impressions and multiplies by 100 to express the result as a percentage. This works for Google Ads, Facebook campaigns, email newsletters, organic search results, and any other link-based channel.
The Formula Explained
The formula is simple:
$$\text{CTR}\% = \left(\frac{\text{clicks}}{\text{impressions}}\right) \times 100$$Clicks are the number of times users clicked through, and impressions are the number of times the content was displayed. Multiplying by 100 converts the decimal ratio into an easy-to-read percentage.
Worked Example
Suppose an ad received 50 clicks from 1,000 impressions.
$$\text{CTR} = \left(\frac{50}{1{,}000}\right) \times 100 = 5\%$$That means 5 out of every 100 people who saw the ad clicked it — a strong result for many display campaigns.
FAQ
What is a good CTR? It varies by channel: search ads often see 2–5%, display ads under 1%, and email campaigns 2–3%. Compare against your industry benchmarks.
Why is my CTR low? Low CTR can signal weak headlines, poor audience targeting, or ad fatigue. Test new copy and creative to improve it.
Can CTR exceed 100%? No. Since clicks should never exceed impressions, CTR ranges from 0% to 100%.
