Click-Through Rate (CTR) Calculator

CTR equals clicks divided by impressions, then multiplied by 100 to express it as a percentage. As an example, 50 clicks on 10,000 impressions works out to 0.5%.

Change the 'Solve for' menu. Choosing Clicks multiplies your impressions by the target CTR, so 2% of 10,000 impressions returns 200 clicks. Choosing Impressions divides clicks by the rate, so 250 clicks at 0.5% needs 50,000 impressions.

It depends on the channel. Paid search ads commonly land between 2% and 5%, display banners often sit below 1%, and marketing emails frequently see 2% to 5%. The most useful benchmark is your own historical rate for the same placement.

Low-volume placements can produce rates like 0.0125%, and rounding to a whole percent would hide the difference between them. Keeping four decimals lets you rank near-identical rows without them all collapsing to zero.

Every click is counted only after an impression is served, so clicks can never be larger than impressions. If you see that message, one of the two numbers was entered incorrectly.

No. CTR measures clicks against impressions, while conversion rate measures completed actions against clicks or visits. A high CTR with a low conversion rate usually points to a mismatch between the ad and the landing page.

Yes. The math is identical whether an impression is an ad view, an email delivered, or a listing shown in search results. Just make sure both numbers describe the same campaign and time window.

The clicks field accepts up to 1,000,000 and impressions up to 100,000,000, which covers most single campaigns. CTR is capped at 100% because you cannot get more clicks than impressions.

Yes. The calculation runs entirely in your browser, so nothing you type is uploaded, logged or stored anywhere.