This free ctr calculator works out the click-through rate of any ad, email or search listing from its clicks and impressions — and it can also run the numbers backwards, estimating how many clicks a target CTR would bring or how many impressions sit behind a known click count.
Click-through rate is the share of people who clicked after seeing your ad or listing. Enter any two values in the tool and the third appears straight away.
How many times your ad or link was shown.
How many clicks those impressions produced.
The click-through rate, as a percentage.
Enter any two values and the third is worked out for you. The formula is CTR = Clicks ÷ Impressions × 100. Everything runs in your browser; nothing is uploaded or stored.
How this click-through rate calculator works
The tool has three inputs: impressions (how many times your ad or listing was shown), clicks, and the CTR percentage. Fill in any two and the remaining value is recalculated instantly — the calculator always updates the field you have edited least recently, so you can work forwards from raw figures or backwards from a target rate. No figures leave your browser.
The CTR formula
CTR = Clicks ÷ Impressions × 100. For example, an ad shown 10,000 times that receives 250 clicks has a CTR of 2.50%. The same formula runs in reverse: Clicks = Impressions × CTR ÷ 100, and Impressions = Clicks ÷ (CTR ÷ 100) — which is how the tool estimates click volume or reach from a known rate.
What counts as a good CTR?
There is no single good figure for every campaign. Ad CTR on search results, email CTR in a newsletter and organic CTR on a results page are all judged against different baselines, and ad position, industry and search intent move the number a lot. The most useful comparison is your own history: the same campaign, on the same channel, over time.
Ways to improve a low click-through rate
Start with the words people actually see: a title or headline that matches what the searcher wants, and a description that makes one clear promise. Keep the landing page consistent with that promise, and change one element at a time so you know what moved the rate. If clicks are cheap but results are poor, the problem is usually after the click — check the companion metrics with the CPC Calculator and CPA Calculator.
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Frequently asked questions
Yes. Use the number of emails delivered (or opened, if that is the rate you track) as impressions and the link clicks as clicks.
In Google Ads, stronger expected CTR is one part of Quality Score, which can influence the price you pay per click — but it is one factor among several, not a direct discount.
Divide clicks by impressions and multiply by 100. For example, 250 clicks ÷ 10,000 impressions × 100 = 2.50%.
No. The calculation runs entirely in your browser and the figures you enter are never uploaded or stored.
It depends on the industry, keyword intent and ad position, so there is no single benchmark that fits every account. Compare against your own campaigns first; a rising CTR on the same keywords usually means your ads are becoming more relevant.
CTR (click-through rate) is the percentage of impressions that turned into clicks. If an ad is shown 1,000 times and clicked 25 times, its CTR is 2.5%.
CTR measures how many viewers clicked. Conversion rate measures how many of those clickers then took the action you wanted, such as buying or signing up.