Click-through rate shows how compelling your ad or listing is to the people who see it. A higher CTR usually lowers your cost per click on platforms like Google Ads because it improves the quality score.
How to use the CTR Calculator: Click-Through Rate
- Impressions
- Clicks
- Amount spent
Results update as you type, and every field accepts the units shown in its menu.
How it works
Enter the number of impressions and clicks, and optionally the amount spent.
Inputs explained
| Field | What to enter |
|---|---|
| Impressions | A number |
| Clicks | A number |
| Amount spent | Amount in your currency |
What each result means
- Click-through rate = [Clicks]÷[Impressions]×100
- Cost per click = [Amount spent]÷max([Clicks], 0.000001)
- Cost per thousand impressions = [Amount spent]÷[Impressions]×1000
Example values
How the main result changes when Impressions changes and everything else stays at the example values above:
| Impressions | Click-through rate (%) |
|---|---|
| 25,000 | 3.6 |
| 37,500 | 2.4 |
| 50,000 | 1.8 |
| 62,500 | 1.44 |
| 75,000 | 1.2 |
| 100,000 | 0.9 |
Formula
CTR = clicks ÷ impressions × 100
CPC = spend ÷ clicks; CPM = spend ÷ impressions × 1,000
Worked example
Inputs: Impressions: 50,000; Clicks: 900; Amount spent: $450.
Results: Click-through rate = 1.8 %; Cost per click = $0.50; Cost per thousand impressions = $9.00.
Frequently asked questions
What is a good CTR?
About 3–6% for search ads, 0.5–1% for social ads and 0.1–0.5% for display ads.
Does a high CTR mean a good campaign?
Not always, as the clicks also need to convert.
How do I raise CTR?
Relevant headlines, strong calls to action and accurate targeting.