About the CTR Calculator
Click-through rate is clicks divided by impressions, shown as a percentage. This CTR calculator works for Google Ads, Meta ads, Search Console data or any situation where you have impressions and clicks. Add a target CTR and it shows the clicks you would need at your current impression level, plus how many more that is than you have now.
CTR is a signal of how relevant and appealing an ad or search snippet is to the people who see it. A low CTR often points to weak headlines, poor match between keyword and ad, or showing to the wrong audience. Use the click gap to judge whether a copy test is worth running. Everything is calculated locally in your browser.
How to use it
- Enter clicks and impressions for the ad, page or campaign.
- Set a target CTR you want to reach.
- Read your current CTR and the additional clicks needed.
- Test new headlines or tighter targeting to close the gap.
Frequently asked questions
How do you calculate CTR?
Divide clicks by impressions and multiply by 100. 420 clicks from 18,000 impressions is a CTR of about 2.33%. The same formula is used by Google Ads, Meta and Google Search Console. When comparing CTRs, keep the date range, network and device mix the same, because each can change the result noticeably.
What is a good click-through rate?
CTR varies by platform, ad position, industry, brand versus non-brand keywords and device, so there is no universal good figure. Compare similar campaigns and ad groups in your own account over time, and look for ads that outperform your own average.
Does a higher CTR lower my CPC?
On Google Ads, expected CTR is one component of Quality Score and ad rank, so relevant ads with good CTR can help you compete more efficiently. But CTR is not the goal in itself; a high CTR from the wrong audience can raise costs without adding sales.