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All calculatorsMethodology

CTR Calculator

Calculate click-through rate from recorded clicks and impressions. Compare the same reporting period; no invented performance benchmark.

Interactive calculator · Method CTR-1.1 · Last reviewed: 2026-10-05

Calculate your scenario

CTR (%) = clicks ÷ impressions × 100. Use counts from the same reporting period and reporting system.

Your inputs

Try an example

Default worked example. Edit the inputs to calculate your scenario.

Default worked example

Click-through rate 1.2%
Recorded clicks 120
Recorded impressions 10000

120 ÷ 10000 × 100 = 1.2%.

How to use the calculator

Enter impressions and recorded clicks from the same campaign, reporting period and counting rules. Read the percentage alongside both counts.

What the result means

A 1.2% CTR means 120 recorded clicks per 10,000 recorded impressions. Check the platform counting rules before comparing campaigns.

Formula and units

CTR (%) = clicks ÷ impressions × 100. Use counts from the same reporting period and reporting system. Small nonzero rates use scientific notation: 1e-10% means 0.0000000001%.

Worked examples

120 clicks from 10,000 impressions: Recorded clicks: 120 clicks; Recorded impressions: 10000 impressions.
Example result: Click-through rate: 1.2%; Recorded clicks: 120; Recorded impressions: 10000.

75 clicks from 1,500 impressions: Recorded clicks: 75 clicks; Recorded impressions: 1500 impressions.
Example result: Click-through rate: 5%; Recorded clicks: 75; Recorded impressions: 1500.

Limitations and common mistakes

CTR is descriptive, not a conversion rate or an ad-quality score. Platforms count repeated interactions differently, so this tool allows ratios above 100% and flags them for investigation. No universal good CTR is assumed.

A percentage from ten impressions is not comparable to one from a million without considering the sample. Do not mix one period’s clicks with another period’s impressions.

Sources and assumptions

Method CTR-1.1; last formula review 2026-10-05. Sources and their supported claims. Calculation methodology.

Google: Clickthrough rate (CTR): Definition. Google Ads defines CTR as recorded clicks divided by impressions.