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Marketing metric

CTR Calculator

Calculate click-through rate from clicks divided by impressions.

What CTR does not show

CTR does not measure conversion rate, revenue, lead quality or profitability. Use it with conversion and cost metrics.

Example

If an ad receives 2,500 clicks from 100,000 impressions, CTR is 2.5%.

How to interpret CTR

A higher CTR can mean the message, placement or audience is more compelling. It can also mean the traffic is curious but not valuable, so compare CTR with conversion rate and cost per result.

Common mistakes

Do not compare CTR across channels without context. Search ads, display ads, email and organic results often have very different normal ranges.

Last reviewed: 2026-05-17

Before relying on this result

Use this calculator together with the formula, assumptions, limitations and examples on the page. If the topic involves health, tax, lending, investment, legal, safety or current-rate decisions, treat the number as an estimate and check the relevant primary source or professional guidance.

Calculator metadata last reviewed: 2026-05-14.