Click Through Rate Calculator
The Percentage That Says Whether the Ad Itself Is Working
Click-through rate isolates the performance of the ad creative and targeting from everything downstream — landing page, offer, price — by measuring only what fraction of people who saw the ad clicked it. A low CTR points to a problem with the ad or the audience it's reaching; a healthy CTR with poor downstream conversion points to a problem elsewhere in the funnel.
The Formula
CTR = (Clicks / Impressions) × 100
Clicks = (CTR / 100) × Impressions
Impressions = Clicks / (CTR / 100)
Clicks = (CTR / 100) × Impressions
Impressions = Clicks / (CTR / 100)
Where This Calculation Matters
- A/B testing ad creative — comparing CTR between two ad variants isolates which creative resonates better with the same audience.
- Diagnosing funnel problems — a strong CTR paired with weak conversion rate downstream points at the landing page or offer, not the ad.
- Forecasting traffic from an impression buy — given expected impressions and a historical CTR, the find-clicks mode projects expected traffic.
- Quality score and ad rank — on search platforms, CTR relative to competitors directly affects ad rank and effective cost per click.
Worked Examples
| Clicks | Impressions | CTR |
|---|---|---|
| 500 | 25,000 | 2.00% |
| 1,200 | 80,000 | 1.50% |
| 300 | 50,000 | 0.60% |
How to Use This Calculator
- Choose which value to solve for: Find CTR, Find Clicks, or Find Impressions.
- For Find CTR, enter total clicks and total impressions.
- For Find Clicks, enter CTR (as a percentage) and total impressions.
- For Find Impressions, enter total clicks and CTR.
- Select Calculate to get the result.
Related Calculations
Convert click volume into cost with the CPC Calculator, or check available inventory captured with the Impression Share Calculator.