How to calculate CTR (the formula)
CTR = (clicks ÷ impressions) × 100. For 250 clicks on 10,000 impressions:
- 250 ÷ 10,000 = 0.0250
- 0.0250 × 100 = 2.5%
Solve for clicks or impressions instead
- Impressions + target CTR → clicks: clicks = impressions × (CTR% ÷ 100). 10,000 impressions at 2.5% → 250 clicks.
- Clicks + target CTR → impressions: impressions = clicks ÷ (CTR% ÷ 100). 250 clicks at 2.5% → 10,000 impressions.
What counts as a good CTR
There's no single universal benchmark -- CTR varies by channel (search vs. display vs. social vs. email), ad format, industry and audience match. A strong CTR on one channel can be a weak one on another. Track CTR against your own account's history and similar campaigns, and always check it alongside conversion rate and CPC rather than on its own — a high CTR that doesn't convert isn't necessarily a win.
More marketing calculators
- CPM calculator: cost per 1,000 impressions.
- CPC calculator: cost per click and cost per acquisition.
- ROAS calculator: return on ad spend and break-even ROAS, further down the funnel.
Frequently asked questions
What is the CTR formula?
CTR = (clicks ÷ impressions) × 100. For 250 clicks on 10,000 impressions: (250 ÷ 10,000) × 100 = 2.5%.
How do I calculate CTR?
Divide clicks by impressions, then multiply by 100. 250 ÷ 10,000 × 100 = 2.5%. Use "Impressions + clicks" mode above for your own numbers.
How do I calculate the clicks I need to hit a target CTR?
Clicks = impressions × (target CTR% ÷ 100). 10,000 impressions at a 2.5% target CTR needs 250 clicks. Use "Impressions + target CTR" mode above for your own numbers.
How do I calculate the impressions needed to reach a click goal at a given CTR?
Impressions = clicks ÷ (target CTR% ÷ 100). To get 250 clicks at a 2.5% CTR, you'd need 10,000 impressions. Use "Clicks + target CTR" mode above for your own numbers.
What is a good CTR?
It varies enormously by channel, ad format, industry and whether it's a search or display placement. Search ads often see CTRs in the low single digits to around 5-10% for well-matched keywords; display and social feed ads are commonly well under 1%; email CTRs (of those who opened) often run 2-5%. Compare your CTR to your own historical average and similar campaigns in your channel, not to one universal number.
Is a higher CTR always better?
Not by itself -- a high CTR from an irrelevant or misleading ad can bring in clicks that don't convert, wasting spend further down the funnel. CTR measures how compelling an ad is at getting a click, not whether that click turns into a sale; check it alongside conversion rate, CPC and ROAS rather than in isolation.
Can CTR be over 100%?
No -- clicks can never exceed impressions in a single reporting period (an impression is required before a click can happen), so CTR is capped at 100%. If your own numbers show clicks greater than impressions, that usually means the two figures are from mismatched date ranges or ad groups.
Is CTR the same as conversion rate?
No. CTR measures clicks per impression (how many people who SAW the ad clicked it). Conversion rate measures how many of those clicks (or visits) went on to complete a goal, like a purchase or signup. A campaign can have a strong CTR and a weak conversion rate, or vice versa -- track both separately.
How does CTR relate to CPC and CPM?
They're connected but measure different things. CPM prices impressions regardless of clicks; a higher CTR generally lowers your effective cost per click for the same CPM, since more of those impressions turn into clicks. See the CPM calculator and CPC calculator to check those alongside your CTR.
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