Free marketing calculator · Advertising engagement
Click-Through Rate (CTR) Calculator
Calculate click-through rate from impressions and clicks to see what percentage of ad views resulted in a click.
What is click-through rate?
CTR measures the proportion of impressions that generate a click. It is primarily an engagement metric: it can tell you whether an advert is persuading people to take the next step, but it does not tell you whether those clicks become customers or whether the campaign is profitable.
CTR = Clicks ÷ Impressions × 100
Worked example
If an advert receives 100,000 impressions and 2,500 clicks, its CTR is 2.5%. Compare CTR on a like-for-like basis: format, placement, audience, objective and platform can all affect the result.
How to use CTR
CTR is most useful for diagnosing the upper part of a paid-media funnel. A change can reflect creative, targeting, offer, placement or auction conditions. Read it alongside CPC, conversion rate, CPA and ROAS rather than treating it as a standalone verdict on campaign quality.
Need the wider picture?
Calculate CTR, CPC, CPM, CPL, CPA, conversion rates and ROAS together in the full campaign funnel.
Frequently asked questions
Is a higher CTR always better?
Not necessarily. More clicks are useful only when the traffic is relevant and contributes to the campaign objective.
Should I use an industry benchmark?
Benchmarks can provide context, but platform, format, audience and objective can make direct comparisons misleading. Your own consistent historical data is often the more useful reference.