Free calculator
Click-Through Rate (CTR) Calculator
Enter how many times your ad was shown and how many clicks it received to get your click-through rate. A higher CTR means more of the people who saw the ad clicked it — not that they bought anything — so read it next to your conversion rate.
What share of people who saw my ad clicked it?
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Result
Enter your numbers
The CTR formula
CTR = (Clicks ÷ Impressions) × 100The share of everyone who saw your ad that went on to click it.
Example calculation
Your ad is shown 50,000 times and gets 750 clicks. Your CTR is (750 ÷ 50,000) × 100 = 1.5%.
What this calculator tells you
CTR measures how well your ad earns the click — how relevant and appealing it is to the people seeing it. It is one of the fastest ways to tell whether your targeting and creative are landing.
Common mistakes
- Treating CTR as a success metric on its own, ignoring what happens after the click.
- Comparing search CTR to display or social CTR as if they were equivalent.
- Optimising for clicks with headlines that overpromise.
When this number is misleading
CTR only measures interest in the ad, not the outcome. A punchy, exaggerated headline can post a great CTR while sending unqualified clicks that never convert — and you still pay for every one. Read CTR next to conversion rate: a lower CTR that brings serious buyers can be far more valuable than a high CTR that fills your funnel with bouncers.
How to improve this metric
- Lead with a clear, specific benefit or offer in the headline.
- Match the ad to exactly what the audience searched for or cares about.
- Test creative and hooks — small changes move CTR quickly.
- Refine targeting so more of the right people see the ad.
Common questions
What is click-through rate (CTR)?
CTR is the percentage of people who clicked your ad or link after seeing it. It is clicks divided by impressions, times 100: the share of people who saw the ad and chose to click.
What is a good CTR?
It depends on the channel and format. Search ads tend to have higher CTRs than display or social. Rather than chasing a benchmark, compare your CTR to your own past campaigns and test to beat it.
Why is my CTR low?
A low CTR usually points to a weak headline, unappealing creative, the wrong audience, a mismatched offer, or a poor placement.
Can a high CTR still be bad?
Yes. A clickbait headline can win clicks from people who bounce immediately. A high CTR with low conversion often means the ad promised something the page did not deliver.
How do I improve my CTR?
Test stronger headlines and hooks, match the ad to the audience, lead with a clear benefit or offer, use relevant imagery, and make sure the ad speaks to the exact search or interest that triggered it.