CTR calculator
Click-through rate per placement, and the weighted rate across all of them.
Total clicks ÷ total impressions — not the average of the rows above.
Runs entirely in your browser — nothing is uploaded, nothing is stored. Updated 2026-09-05.
CTR is clicks divided by impressions, expressed as a percentage. 320 clicks on 48,000 impressions is a CTR of 0.67%.
The reason to compute it per placement rather than once is that a simple average across placements is wrong: the overall rate has to be weighted by impressions, or one high-volume placement with a poor rate will hide behind three low-volume ones that look fine. Add a row per placement, ad group or creative below and the calculator gives you each rate alongside the correctly weighted total.
CTR = clicks ÷ impressions × 100
CTR is not comparable across surfaces
Search, display, social and email produce click-through rates that differ by an order of magnitude, because the intent behind an impression differs by an order of magnitude. Somebody who typed your product category into Google is not in the same state as somebody scrolling past a banner.
Comparing a display CTR against a branded search CTR tells you nothing except that the two surfaces are different. Compare a placement against its own history, or against the same placement in a comparable campaign.
A rising CTR is not automatically good news
The fastest way to raise CTR is to narrow targeting until only the most obviously interested people see the ad. The rate goes up, the volume goes down, and total conversions can fall while the metric improves.
Read CTR next to impressions and conversions, never on its own. A CTR that rose while impressions collapsed is a targeting change, not a creative win.
Where CTR actually earns its keep
Two places. In search, CTR feeds ad rank, so an improvement there lowers what you pay for the same position — the effect shows up in your cost per click before it shows up anywhere else. And in creative testing, CTR is the fastest-moving signal you have: it reaches significance in hours where conversion rate takes weeks.
What it cannot tell you is whether the clicks were worth having. That question belongs to conversion rate and cost per acquisition.
Computing this from your own accounts
Every calculator on this page takes numbers you typed. The version that keeps working is the one that reads them from the accounts themselves — which is what TableBI is: connect Google Ads, Meta Ads, GA4 or Search Console once, and ctr() becomes a macro you can query from your terminal.
# connect once, then the metric is a standing query tablebi connect google_ads tablebi connect meta_ads # beta: your own or test ad accounts tablebi ask "WITH w AS (SELECT MAX(date) AS anchor FROM metrics) SELECT platform, ctr(SUM(clicks), SUM(impressions)) AS ctr FROM metrics, w WHERE date > w.anchor - 30 GROUP BY platform ORDER BY ctr DESC" # pin the answer to a URL that refreshes itself tablebi pin --title "CTR calculator by channel" → https://you.tablebi.com/d/dsh_…
The pinned answer is a live URL that refreshes on its own — here is one running now. No hosted model does the reasoning; your own Claude Code or Codex drives the CLI, which is why there is no inference bill attached to it.
Questions people ask about ctr calculators
How do I calculate CTR?
Divide clicks by impressions and multiply by 100. 320 clicks on 48,000 impressions is 320 ÷ 48,000 × 100 = 0.67%.
What is a good CTR?
It depends entirely on the surface. Branded search terms routinely exceed 10%, generic search sits in low single digits, and display is often well under 0.5%. A rate is good or bad only against the same placement history, never against a cross-industry average.
Why is my overall CTR lower than every individual placement?
It is not, unless you averaged the rows instead of weighting them. Overall CTR is total clicks divided by total impressions. A placement with very high volume and a low rate pulls the weighted figure toward itself, which a simple average of percentages hides.
Does CTR affect how much I pay per click?
On search it does. Click-through rate is a component of quality score and ad rank, so a higher expected CTR can win the same position at a lower cost per click. On most display and social buying it has no direct effect on price.
Related calculators
CPC calculator
Cost per click from spend and clicks — or from CPM and CTR when that is all you have.
CPM calculator
Cost per thousand impressions per placement — and the budget that buys a reach target.
Google Ads budget calculator
Run the funnel backwards: from the conversions you want to the budget that buys them.
ROAS calculator
Return on ad spend per channel, and the blended number underneath.
All of them are listed on the free marketing calculators page.