CTR Calculator

Written byOleh Soloninupdated 25 September 2026

Clicks

Impressions

Result

CTR, %3%
Impressions per click33.3
Clicks per 1,000 impressions30
Clicks450
Impressions15,000

Clicks divided by impressions

Works out click-through rate, how many impressions it takes to earn a click and how many clicks a thousand impressions yield.

CTR answers one question: does the ad get noticed. The arithmetic is trivial, but the reading depends on the channel, the format and the position: the same three percent means different things in search and on a display network.

A high CTR on its own guarantees nothing. A headline promising ninety percent off collects clicks and few sales, and you have simply paid for traffic that never converts. CTR is only meaningful alongside conversion rate and cost per lead.

How to use

Take clicks and impressions from the same reporting period — a week of clicks against a month of impressions gives a meaningless figure.
Enter both numbers; the calculator returns CTR and how many impressions it takes to earn one click.
Compare the result within one channel only. Three percent in search and three percent on display are different stories.
Read CTR next to conversion rate. A headline that attracts the wrong people lifts the click-through rate and lowers revenue.

How click-through changes on the same impressions

Each row is a run of this calculator at 15,000 impressions, with only the click count changing. It shows the metric's defining property: CTR, clicks per thousand impressions and impressions per click are one number written three ways.

Runs of this calculator at 15,000 impressions.
Clicks	CTR	Impressions per click	Clicks per 1,000
75	0.5%	200	5
150	1%	100	10
300	2%	50	20
450	3%	33.3	30
750	5%	20	50
1,200	8%	12.5	80

What this calculator shows

CTR as a percentage and clicks per thousand impressions
How many impressions it takes to produce one click
How many clicks each thousand impressions yields

What to keep in mind

The calculator applies no market benchmarks: a normal CTR depends on the platform, format, vertical and position, and the fair comparison is with your own history.
Position matters: the same ad higher up the page collects more clicks, so weeks with a different average position do not compare.

FAQs

What counts as a good CTR?

There is no universal norm: CTR depends on platform, format, vertical and position. A good one beats your own CTR on comparable impressions; take published market averages together with their country, period and platform.

Does CTR affect the cost per click?

Indirectly. Expected CTR feeds the ad's quality assessment, but price and position also depend on the bid, the competition and other factors, so a high actual CTR does not guarantee a cheap click.

Can a high CTR be a bad sign?

It can. A clickable but misleading headline brings unqualified traffic that leaves without converting. Read CTR next to cost per lead.

How does ad CTR differ from organic CTR?

One is clicks over impressions of a paid ad, the other over appearances of your page in the results. Same formula, but organic CTR depends heavily on position and on the snippet.

How do I work out CTR by hand?

Divide clicks by impressions and multiply by a hundred. 450 clicks from 15,000 impressions is 0.03, which is 3 percent.

What does the calculator show when there are no clicks at all?

It prints “no clicks” instead of the impressions-per-click figure, because there is nothing to divide by. CTR itself is zero, and that is already the answer: the ad is being seen and is not working.

Worked example

A week of search ads

Input: 450 clicks from 15,000 impressions

Output: CTR 3 percent, one click per 33 impressions

Note: Whether that is good shows only against earlier weeks of the same campaign and other ads on the same platform.

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CTR Calculator

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