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.
Tips
- Use figures for the same period (a month, a quarter or a year) for every input so ratios compare like with like.
- Track the metric over time – the trend usually tells you more than a single value.
- Compare your result with industry benchmarks, which vary a lot between sectors.
- Treat the result as a starting point for a decision, then check the assumptions behind each input.
Common mistakes to avoid
- Mixing monthly and yearly numbers in the same calculation.
- Using revenue where the formula needs profit (or the other way round).
- Forgetting hidden costs such as taxes, fees, overheads or your own time.
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 × 100CPC = spend ÷ clicks; CPM = spend ÷ impressions × 1,000Worked 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 – the clicks also need to convert.
How do I raise CTR?
Relevant headlines, strong calls to action and accurate targeting.
What formula does the CTR Calculator – Click-Through Rate use?
CTR = clicks ÷ impressions × 100.