How CTR uses clicks and impressions
Enter Clicks and Impressions from the same source and period. The CTR Calculator returns the click-through rate as a percentage, along with non-clicked impressions and impressions per click. It also displays the formula, the values used, and an optional target comparison.
How to use the CTR Calculator
- Select Period, such as Monthly. The choice labels the result and does not convert the figures.
- Enter Clicks and Impressions from the same source and period.
- Enter Target CTR (%) - optional if you want to compare the actual rate with a target.
- Select Calculate CTR to display the result and assumptions.
- Select Copy result for a plain-text summary, or Download result (.txt) to save one.
- Select Reset to restore Monthly, clear the fields and messages, and hide the result.
How the CTR formula is applied
The CTR formula is Clicks ÷ Impressions × 100. The calculator also subtracts Clicks from Impressions and divides Impressions by Clicks. With 120 clicks and 6,000 impressions, the displayed values are:
Clicks: 120
Impressions: 6,000
Click-through rate: 2.00%
Non-clicked impressions: 5,880
Impressions per click: 1 in 50When Clicks is 0, Impressions per click is shown as N/A. If you enter a target of 2.5% for those 6,000 impressions, the calculator shows the gap and warns that about 30 more clicks would be needed at the same impressions total.
What the CTR inputs accept
Clicks must be a number of 0 or more. Impressions must be greater than 0, and Clicks cannot exceed Impressions. Target CTR (%) - optional accepts a value from 0 to 100, or you can leave it blank. The number fields accept decimal values.
Period is a label only. Choose Daily, Weekly, Monthly, Quarterly, Annual, or Custom period for the figures you are entering. The calculator does not retrieve advertising or analytics records. It calculates from the values entered in these fields.
Where to use the entered figures
- Use matching clicks and impressions from an ad report to calculate the CTR for that reporting period.
- Use the click and impression totals for a link or listing when those figures come from the same analytics source.
- Enter a target CTR to see the percentage-point gap and, when the target is higher, the additional clicks estimated at the same impressions total.
When another calculator fits the metric
Use Business Calculators when the metric is not click-through rate. Choose the Conversion Rate Calculator for conversions divided by a matching visitor, lead, session, click, or custom total. Choose the CPC Calculator for advertising spend divided by clicks, or the CPM Calculator for advertising spend divided by impressions.
Frequently asked questions
How do you calculate CTR from clicks and impressions?
Divide Clicks by Impressions and multiply by 100. Both figures should come from the same source and cover the same period.
What does a click-through rate calculator show besides CTR?
The CTR Calculator shows non-clicked impressions, impressions per click, the formula, the assumptions table, and intermediate values. It can also show a target gap and an estimated number of additional clicks when the target is above the actual CTR by more than 0.005 percentage points.
How do I compare actual CTR with a target CTR?
Enter the target in Target CTR (%) - optional. The calculator subtracts the target from the actual CTR and, when the actual rate is below the target by more than 0.005 percentage points, estimates additional clicks at the same impressions total.
Does the CTR Calculator use live advertising data?
No. The calculator uses only the Clicks and Impressions values you enter, performs the calculation locally, and does not submit those calculator values or fetch live rates.