Free tool
CTR Calculator
Click-through rate is clicks divided by impressions. Shown at two decimals, because paid social lives in the gap one decimal hides.
Your numbers
Add this to see what share of your clicks turned into something, which is the number that decides whether a high CTR was worth having.
Your click-through rate
CTR
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Impressions per click
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Click to conversion
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The formula
CTR = (clicks / impressions) x 100
Shares the numbers you entered, not your data. Everything is in the link itself.
What is CTR?
Click-through rate is the share of impressions that produced a click. It is the cleanest read you have on whether an ad is interesting to the people seeing it, because unlike conversion rate it is not entangled with your pricing, your landing page or your checkout.
This page shows it to two decimal places on purpose. Paid social click-through sits mostly between half a percent and three percent, so rounding 0.94% and 1.44% both to "1%" erases exactly the difference you opened the calculator to measure.
CTR = (clicks / impressions) x 100
A worked example
An ad set serves 300,000 impressions and earns 1,200 clicks.
CTR = (1,200 / 300,000) x 100 = 0.40%
Impressions per click = 300,000 / 1,200 = 250
The number CTR does not tell you
A high click-through rate means the ad earned attention. It does not mean it earned the right attention, and the two come apart more often than anyone expects.
The classic version: a curiosity-gap hook lifts click-through rate and drops conversion rate, because the people clicking were promised something the page does not deliver. The spend goes up, the sales do not. Enter your conversions above and the page shows what share of those clicks turned into something, which is the check that catches it.
Read it next to your cost per acquisition with the CPA calculator, and against what the clicks cost with the CPC calculator.
What moves click-through rate
The first second
Video click-through is decided before most viewers know what is being sold. If the opening frame is a logo, the rest of the ad is not being seen.
Whether it looks like an ad
In feed, the ads that earn clicks usually look like the content around them. That is a format decision, not a creative-quality one.
Frequency
The same ad shown to the same people repeatedly loses click-through rate on a predictable curve. A falling CTR at flat spend is usually fatigue rather than a worse ad.
Audience temperature
Retargeting click-through rates and cold prospecting click-through rates are different metrics wearing the same name. Never average them.
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Frequently Asked Questions
What is CTR?
Click-through rate is the percentage of impressions that resulted in a click: CTR = (clicks / impressions) x 100. An ad with 1,200 clicks on 300,000 impressions has a CTR of 0.40%. It is the standard measure of whether an ad is interesting to the audience seeing it.
How do I calculate CTR?
Divide clicks by impressions and multiply by 100. 1,200 clicks on 300,000 impressions is (1,200 / 300,000) x 100 = 0.40%. Enter both above and the calculator also shows how many impressions it takes to earn one click.
What is a good CTR?
It varies so much by platform, placement and audience temperature that a single number is not useful. Retargeting beats prospecting, search beats display, and feed beats audience network, all by multiples. The comparison worth making is against your own previous campaigns on the same placement and the same audience, not against a figure from someone else's account.
Can CTR be over 100%?
No. If your calculation produces more than 100% you have more clicks than impressions, which usually means the two figures cover different date ranges or different attribution settings. The calculator above flags it rather than showing you an impossible number.
Is a higher CTR always better?
No. Click-through rate measures interest, not intent. A hook that overpromises lifts CTR and drops conversion rate, so you pay for more clicks that buy less. Add your conversions above to see the click-to-conversion rate, which is the number that catches this.
Do I need an account?
No account, no email, no credit card. Nothing you type is sent anywhere: the arithmetic runs in your browser.
Click-through rate is a creative problem
No amount of targeting fixes an ad nobody wants to look at. Selzee reads your reviews, comments and post results, finds the angles your customers actually respond to, and briefs the next round of creative from them rather than from a prompt.
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