CTR calculator
Enter clicks and impressions for any ad, email or search result. You'll get the click-through rate and how many views it takes to earn one click.
Formula
CTR = clicks ÷ impressions × 100
For email, use clicks divided by emails delivered. For ads, use link clicks rather than all clicks, so likes and profile taps don't inflate it.
New to the term? Read what CTR means in the glossary.
How to calculate CTR: a worked example
An ad gets 480 link clicks from 40,000 impressions.
- CTR = 480 ÷ 40,000 × 100 = 1.20%
- Impressions per click = 40,000 ÷ 480 = 83
About 1 in 83 people who saw the ad clicked it.
What is a good CTR?
A good CTR is one high enough that your clicks cost less than they earn. The CTR you need = CPM ÷ (1,000 × the most you can pay per click). The most you can pay per click is your break-even CPA times your conversion rate.
A store that can pay $34 per order and converts 2.5% of clicks can pay $0.85 a click. At a $12.50 CPM it needs a 1.47% CTR, so the 1.20% above falls short. Look up your own CPM and ceiling in the table.
| CPM | $0.50 per click | $0.85 per click | $1.50 per click |
|---|---|---|---|
| $8 | 1.60% | 0.94% | 0.53% |
| $12 | 2.40% | 1.41% | 0.80% |
| $20 | 4.00% | 2.35% | 1.33% |
| $30 | 6.00% | 3.53% | 2.00% |
Questions about CTR
- Does a higher CTR mean more sales?
- Not always. A curiosity headline can double clicks from people who were never going to buy. Judge CTR together with the conversion rate of the page those clicks land on, and with the cost per order.
- How do I raise my CTR?
- Lead the ad with the problem your buyer already has, show the product in use, and put the offer in the first line. Test one change at a time so you know which one moved the number.
- Is CTR the same as conversion rate?
- No. CTR measures who clicks an ad or link. Conversion rate measures who buys, or takes another goal, after they arrive. A strong ad needs both: people who click and a page that turns them into orders.
Do it with Replo
Find the ads people click
Replo ranks your ads by CTR and shows which of those clicks turned into orders.
Prompt: “rank my ads by CTR and orders this month”