How this calculator works
Click-through rate divides clicks by impressions and shows the result as a percentage. It measures how well an ad or listing turns being seen into a visit. A CTR of 2% means two of every hundred displays were clicked. CTR says nothing about what happens after the click: a high CTR with a low conversion rate can mean the ad promises more than the page delivers.
Formula
CTR = clicks / impressions × 100. Clicks per thousand impressions = clicks / impressions × 1,000.
Worked example
2,000 clicks from 100,000 impressions give a CTR of 2%, or 20 clicks per thousand impressions.
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Frequently asked questions
What is a normal CTR?
It varies widely by placement, format, industry and device. Search ads typically earn higher rates than display ads. Compare your campaigns with their own history and with similar placements rather than with a single published average.
Are all impressions seen?
No. An impression can be recorded when an ad is served, even if it is below the fold or dismissed quickly. Viewable-impression metrics count only ads that met a visibility standard, so a rate based on viewable impressions can look very different.
Does a higher CTR always mean a better campaign?
Not on its own. A clickbait ad can earn a high CTR and a poor conversion rate. Judge CTR alongside conversion rate, cost per acquisition and the revenue the clicks produce.