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CTR calculator

Compute the click-through rate (CTR) from clicks and impressions.

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Need Click-through rate? The CTR calculator derives it from Clicks, Impressions in one step. For instance, with Clicks = 350 and Impressions = 10,000 it returns Click-through rate = 3.5%.

How to use it

  1. Enter your values: Clicks, Impressions.
  2. Read the result instantly: Click-through rate.

Frequently asked questions

How does the CTR calculator work?

It takes Clicks and Impressions and derives Click-through rate from them. The calculation is live as you type, so the result updates on every change.

Which values does the calculator ask for?

2 values: Clicks and Impressions. Nothing else is required — no account, no file upload.

What does a typical calculation look like?

With Clicks = 350 and Impressions = 10,000, the calculator returns Click-through rate = 3.5%. Those figures come from running this exact tool, so you can reproduce them by entering the same values.

When would I actually use this?

Finding where a journey leaks: which step loses the most people relative to its own traffic, what fixing it would be worth, and how many visitors a test needs before its result means anything.

What is the most common mistake?

Fixing the step that loses the most people. That is almost always the first one, simply because everybody starts there — the weak step is the one with the worst rate relative to the traffic reaching it.

What is the difference between the CTR calculator and the Ad Cost Calculator (CPM, CPC, CPA, CTR)?

This one returns Click-through rate; the Ad Cost Calculator (CPM, CPC, CPA, CTR) returns CPM (cost per 1,000 impressions) and CPC (cost per click). That is the whole difference — open the one whose figure you need.

Is there a tool for the next step?

Funnel conversion calculator (multi-step) is the closest one after this: Name and count every stage of a funnel and get the pass-through rate of each step, its share of everyone who entered, the overall rate, the weakest step, the step that loses the most people — two different questions — and what lifting the weak one would be worth.

Where do the figures come from, and how current are they?

The maths is exact for the counts you enter, and it assumes each step is measured over the same period and the same population. Sample-size guidance follows the standard test for two proportions.

Further reading

All guides →
ExplainerWhat Is Click-Through Rate (CTR)? Formula and BenchmarksClick-through rate measures how many people click after seeing your ad or link. Learn the clicks ÷ impressions × 100 formula and typical benchmarks by channel.GuideHow Many Visitors Does an A/B Test Need?Sample size is set by your baseline conversion rate and the relative lift you want to detect — and it explodes as that lift shrinks. Here is the formula, a full table at a 3% baseline, and why stopping early breaks the test.ExplainerCost Per Click, and What You Are Actually Bidding AgainstYour bid decides whether you are eligible; the advertiser below you decides what you pay. Doubling a bid can move the price not at all, quality can halve it for the same position, and the average CPC in your report is a click-weighted mixture that describes no query. The auction arithmetic, worked.ComparisonCPM vs CPC: What You Are Actually Paying ForCPM and CPC are not two prices for the same thing. They are the same auction seen from two sides, and click-through rate is the exchange rate between them — so the cheaper option flips as soon as CTR moves.ExplainerBounce Rate Is Not What Most People Think It IsA bounce was never a measure of dissatisfaction — it was a session that sent one hit. Google Analytics 4 replaced the definition entirely, and the new one is a configurable timer. Here is the same thousand sessions read five ways.ExplainerCart Abandonment: The Metric and the Money Behind ItAbandonment rate is one minus completed over created — and the figure quoted everywhere is an average across wildly different shops. The useful work is turning a percentage point of checkout completion into money, then discounting it for returns.