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CTR calculator
Clicks divided by impressions, as a percentage. Pick the one you want and fill in the other two — you can solve backwards just as easily, for the clicks a target CTR implies or the impressions you would need to get there.
- CTR
- = clicks ÷ impressions × 100
- clicks
- = CTR × impressions ÷ 100
- impressions
- = clicks ÷ CTR × 100
Solve for
How many times someone clicked it.
How many times the ad was served.
CTR
1.00%
Click-through rate
Target: above 0.93% first order · above 0.51% lifetime — profitable on the first order
Assumes a typical e-commerce shop — set your own economics ↓
1.00%=5,000÷500,000×100
Your campaign, end to end
Every metric is two of these five numbers, divided. Follow a line to see which two. Open one and your campaign comes with you — fill a gap there and the rest fill in here.
What should these numbers be?
Not what a benchmark table says — those blend other businesses’ margins and customer values, which is why no two agree. Enter your own and every metric gets the range your economics can actually afford.
Revenue from a first conversion — order value for a shop, deal value × close rate for lead gen.
What is left of that revenue after cost of goods, shipping and fees.
Lifetime revenue ÷ the first order. Leave empty to judge on first orders alone.
- CPMunder $10.80 to profit on the first order · under $19.44 to break even over a lifetime
Yours is $10.00 — profitable on the first order.
- CTRabove 0.93% to profit on the first order · above 0.51% to break even over a lifetime
Yours is 1.00% — profitable on the first order.
- CVRabove 2.78% to profit on the first order · above 1.54% to break even over a lifetime
Yours is 3.00% — profitable on the first order.
- CPCunder $1.08 to profit on the first order · under $1.94 to break even over a lifetime
Yours is $1.00 — profitable on the first order.
- CPAunder $36.00 to profit on the first order · under $64.80 to break even over a lifetime
Yours is $33.33 — profitable on the first order.
- ROASabove 1.67× to profit on the first order · above 0.93× to break even over a lifetime
Yours is 1.80× — profitable on the first order.
How CTR is calculated
Divide clicks by impressions and multiply by 100. 5,000 clicks on 500,000 impressions is a 1.00% click-through rate.
Solving the other way round is the more useful direction when you are planning rather than reporting. At a 1.00% CTR, getting 5,000 clicks takes 500,000 impressions — and the CPM calculator will tell you what those impressions cost, using the same campaign you have entered here.
CTR is a creative metric
Almost everything else on a media plan is bought. CTR is earned: the same budget against the same audience will produce wildly different click-through rates depending on what the ad actually shows in its first couple of seconds. When CTR is the number that is off, the fix is nearly always the creative rather than the targeting.
That is the harder thing to change, which is why it is usually the last thing tried. Solid exists for that part — it turns footage you already have into new hooks, cuts and variants so a creative test is a morning’s work rather than a production cycle.
FAQs
Frequently Asked Questions
How do you calculate CTR?
Divide the number of clicks by the number of impressions and multiply by 100 to get a percentage. 5,000 clicks on 500,000 impressions is (5,000 ÷ 500,000) × 100 = 1.00%.
What is the CTR formula?
CTR = clicks ÷ impressions × 100. Rearranged, clicks = CTR × impressions ÷ 100, and impressions = clicks ÷ CTR × 100. Pick which of the three you want at the top of the calculator; the other two stay editable.
Why does my CTR differ from the one in Ads Manager?
Usually because the platform is counting a different click. Meta reports both a broad "clicks (all)" — which includes likes, comments, shares and profile taps — and a narrower link-click figure, and the CTRs built on them can differ by several multiples. Google similarly separates clicks from interactions on some formats. Decide which click you mean before comparing two numbers, and use the same one on both sides.
How are CTR, CPM and CPC related?
They are three views of the same two facts. Given a CPM and a CTR, effective CPC is CPM ÷ (CTR × 10) — a $10.00 CPM at a 1.00% CTR is a $1.00 CPC. That identity is why halving CPM and doubling CTR do exactly the same thing to your cost per click, and why arguing about which to optimise is usually less useful than looking at both.
What is a good CTR?
It depends on the format and the placement far more than on your industry, and any single figure quoted without that context is not worth much. A feed video ad, a search ad and a display banner sit orders of magnitude apart. Compare against your own account first — the same placement, the same audience, the trailing 90 days — and treat a drop against your own baseline as more meaningful than a gap against someone else’s published average. Your economics also set a floor: enter your margin and conversion value under the funnel below and the page shows the click-through rate that the CPM you are paying actually requires.
Is a higher CTR always better?
No. CTR measures interest in the ad, not in what comes after it. A hook that overpromises will lift CTR and sink conversion rate at the same time, and you will pay for the extra clicks either way. Read CTR next to CPA: if clicks went up and cost per acquisition went up with them, the creative got more attention from the wrong people.
What is the difference between CTR and conversion rate?
CTR is clicks over impressions — how many people who saw the ad clicked it. Conversion rate is conversions over clicks — how many of those who arrived went on to do the thing you wanted. The first is mostly about the ad, the second mostly about the landing page and the offer.
Does this work for email or organic click-through rate?
Yes, as arithmetic. Substitute emails delivered for impressions and it gives you email CTR; substitute search impressions and it gives you the CTR in Search Console. The formula is the same everywhere — just be sure both numbers come from the same source and the same window.
