Click Through Rate Calculator
What percentage of ad impressions resulted in clicks? Check the formula, a worked example and the stated measurement limits.
Result for the values shown.
Calculations run in your browser.
What to enter
| Input | Meaning and units |
|---|---|
| Recorded clicks (clicks) | Enter a whole count in clicks; keep the reporting population consistent. |
| Recorded impressions (impressions) | Enter a whole count in impressions; keep the reporting population consistent. |
Understanding your result
CTR describes response to displayed ads; a higher CTR alone does not establish sales, profit or incremental demand.
Common mistakes
- Do not use reach as the impression denominator.
- Do not compare a search campaign directly with a display campaign without accounting for context.
Check your calculation
- Use the worked example as a known reference case, then change one input at a time and check the direction and units of the response.
Choose a consistent measurement basis
Use clicks and impressions from the same campaign, network, date range and report. Repeated displays are still impressions; this is not a unique-person rate.
A second independently worked case
Zero clicks on 100 impressions gives 0%. Inputs: Recorded clicks: 0 clicks; Recorded impressions: 100 impressions. Results: Click-through rate: 0 %.
Precision and output units
Displayed results: Click-through rate in %, rounded to 2 decimal places. Display rounding does not establish the precision of the original measurements or estimates. A small positive rate can round to 0.00%; inspect the underlying counts before treating displayed zero as an absence of events.
Calculation checks, sources and review limits
What percentage of ad impressions resulted in clicks?
What percentage of ad impressions resulted in clicks? Check the formula, a worked example and the stated measurement limits.
Common uses
- What percentage of ad impressions resulted in clicks
- Compare Click Through Rate across scenarios under matching definitions.
How it works
Divide recorded clicks by recorded impressions and multiply by 100. The denominator is ad displays, not people reached or landing-page sessions.
Worked example
200 ÷ 10,000 × 100 = 2%. Enter recorded clicks 200 clicks, recorded impressions 10000 impressions. The independently worked result is click-through rate 2 %. Compare this example with your reporting definitions before substituting your own figures.
FAQ
Is CTR based on people reached?
No. Reach counts people or identities under a platform convention; impressions count displays. Repeated displays to the same person still contribute to an impression-based denominator.
Can a higher CTR be worse for the business?
Yes. More clicks can be less qualified, more expensive to fulfil or less likely to produce valuable outcomes. Check acquisition and contribution metrics alongside the click response.