Free tool CTR calculator and CTR formula
Click-through rate is the share of impressions that turned into a click. Enter any two of clicks, impressions and CTR and the calculator works out the third, for ads, search results, emails or any link that was shown and clicked.
- Any two of three values
- Updates as you type
- Runs locally
Work out CTR, clicks or impressions
Leave one box empty and the calculator solves for it. If all three are filled, CTR is recalculated from clicks and impressions.
How many times the ad or link was clicked.
How many times it was shown.
Click-through rate in percent, e.g. 1.5 for 1.5%. Leave empty to calculate it.
CTR (click-through rate)
1.50%
Clicks divided by impressions.
Share these inputs: the values go after the # in the link, so they never reach a server.
https://tapcub.com/tools/ctr-calculator
Version v1.0Updated Update history
What CTR tells you, and what it does not
CTR measures how well the ad, headline or snippet earns attention from the people who saw it. It stops at the click.
CTR
The share of impressions that became clicks. 1,800 clicks from 120,000 impressions is 1.50%: three clicks for every 200 times the ad was shown.
Solved clicks
Enter impressions and an expected CTR to forecast clicks. Useful for planning traffic from a placement before you buy it.
Solved impressions
Enter the clicks you need and a CTR to see how many impressions it takes. Multiply by CPM ÷ 1,000 to estimate the budget.
High CTR is not the goal
A curiosity headline can double CTR and halve conversion. Judge an ad on conversions and cost per conversion, with CTR as an early signal.
Different reports count clicks differently: link clicks, all clicks (including likes and profile taps), or unique clicks. Compare CTRs only within the same definition.
Three ways to use the calculator
The same formula answers three questions.
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1
Check an ad
Enter clicks and impressions from your ad or search report to get the CTR.
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2
Forecast clicks
Enter planned impressions and an expected CTR; leave clicks empty.
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3
Size the reach you need
Enter target clicks and an expected CTR; leave impressions empty.
CTR = clicks ÷ impressions × 100%
Click-through rate is a simple ratio. Rearranged, it gives the clicks a CTR implies or the impressions needed to reach a number of clicks.
- Use clicks and impressions from the same period, ad and report
- Clicks cannot exceed impressions; if they do, the two numbers come from different reports
- For email, CTR usually divides by delivered emails; click-to-open rate divides by opens instead
CTR
CTR = clicks ÷ impressions × 100%
1,800 clicks from 120,000 impressions → 1.50%
Clicks
clicks = impressions × CTR
200,000 impressions at 1.2% → 2,400 clicks
Impressions
impressions = clicks ÷ CTR
3,000 clicks at 1.5% → 200,000 impressions
Four ads, and why the top CTR did not win
Two search ads tested against each other, plus a social feed ad and a display banner from the same campaign. CTR ranks them; conversions tell a different story.
| Ad | Impressions | Clicks | CTR | Conversions |
|---|---|---|---|---|
| Search ad A | 40,000 | 1,600 | 4.00% | 32 |
| Search ad B | 40,000 | 1,000 | 2.50% | 35 |
| Social feed ad | 400,000 | 3,200 | 0.80% | 48 |
| Display banner | 500,000 | 750 | 0.15% | 6 |
Ad A has the higher CTR, but ad B brought more conversions from fewer clicks: 3.5% of its clicks converted against 2.0% for A. Feed and display CTRs are naturally lower than search, so compare within a placement. Sample figures.
Where CTR comparisons go wrong
The ratio is easy. The traps are in the inputs and the comparisons.
Mixing click definitions
All clicks include likes, expands and profile taps. Link clicks are the ones that can bring a visit. They give very different CTRs.
Comparing across placements
Search ads answer a query; feed and display ads interrupt. A 0.8% feed CTR and a 4% search CTR can both be good.
Optimising for CTR alone
Clickbait raises CTR and lowers conversion. If you pay per click, a higher CTR with worse traffic costs more per customer.
Clicks that never arrive
Ad clicks include accidental taps and bots. Fewer sessions than clicks on your site is normal; a large gap is worth checking.
From the click to the customer
CTR stops at the click. TapCub picks up at the visit: it reads UTM parameters and ad click IDs, keeps the source on the visitor, and reports conversions and revenue per campaign.
Campaign and channel reports
Sessions, conversions and conversion rate per campaign, source and medium.
Learn moreChannel ROI
Import spend and see return per channel next to the traffic it bought.
Learn moreFirst and last touch
The campaign that introduced a customer and the one that closed, on the same person.
Learn moreCTR questions
Still have a question?
Chat with the team behind TapCub — we usually reply within a few hours on business days.
What is CTR?
Click-through rate: the percentage of impressions that resulted in a click. It is used for ads, search results, emails, banners and in-app messages, anywhere something is shown and can be clicked.
How do I calculate CTR?
The CTR formula is CTR = clicks ÷ impressions × 100%: divide clicks by impressions and multiply by 100. 1,800 clicks from 120,000 impressions is a CTR of 1.50%.
What is a good CTR?
It depends heavily on the placement, the audience and the intent. Search ads usually get much higher CTRs than display or feed ads, and branded searches higher than generic ones. Compare against your own ads in the same placement.
How is CTR different from conversion rate?
CTR measures clicks per impression; conversion rate measures conversions per visit or click. An ad needs both: one gets people to the page, the other shows whether the page does its job. Try the conversion rate calculator.
How does CTR relate to CPC and CPM?
CPC = CPM ÷ (1,000 × CTR). At a $4.00 CPM and a 0.8% CTR, each click costs $0.50. The ad metrics calculator works them all out together.
What is CTR in Google Search Console?
The same ratio for organic results: clicks from search divided by the number of times your page appeared in results. It is affected by position, so compare CTR for pages at similar average positions.
Why do my ad clicks not match sessions in analytics?
Some clicks never load the page (the visitor goes back, the page is slow, or the click came from a bot). Analytics may also merge several clicks from one visitor into one session.
Update history
New features, fixes and data refreshes for this tool, newest first.
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· v1.0
LaunchedFirst release.
Missing something or found an error? Tell us — requests that come up often go into the next update. All tool updates
See what the clicks turned into
Connect your site and every tagged campaign shows visits, conversions and revenue beside its cost.