Click-Through Rate Calculator
Turn clicks and impressions into a CTR percent, or find the clicks you need for a target rate.
Click-through rate
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Runs entirely in your browser. Nothing you type is uploaded.
How to use this tool
This CTR calculator works two ways. In the first mode, enter the number of clicks and the number of impressions, then press Calculate CTR to see your click-through rate as a percent. In the second mode, switch the tab at the top, enter a target CTR and the impressions you expect, and the tool tells you how many clicks you need to hit that rate. Use the Copy result button to drop the number straight into a report.
The CTR formula
Click-through rate is simply the share of people who saw something and then clicked it. It is the core performance metric for ads, email links, and search listings.
Impressions are how many times the link, ad, or result was shown. Clicks are how many of those views turned into an actual click. Dividing one by the other and multiplying by 100 gives the percent. The reverse calculation rearranges the same equation so you can plan toward a goal instead of measuring after the fact.
A real example
Say a search ad was shown 12,000 times and got 350 clicks. The CTR is 350 divided by 12,000, which is 0.02917, multiplied by 100 to get 2.92 percent. Now suppose you want a 3 percent CTR on the same 12,000 impressions. Multiply 3 percent by 12,000 and you need 360 clicks, just 10 more than you currently get. Seeing that small gap helps you decide whether a headline tweak is worth the effort.
Common questions
What is a good click-through rate?
It depends on the channel. Search ads often land between 2 and 5 percent, display ads are usually well under 1 percent, and email links vary widely by list quality. Compare your CTR against your own past performance rather than a single universal number.
What is the difference between CTR and conversion rate?
CTR measures clicks divided by impressions, so it tracks how compelling the link is. Conversion rate measures completed actions divided by clicks, so it tracks what happens after the click. They are different stages of the same funnel and a strong CTR does not guarantee a strong conversion metric.
Can CTR be more than 100 percent?
No. Clicks should never exceed impressions because every click follows a view. If your data shows more clicks than impressions, the numbers are mislabeled or duplicate clicks are being counted, and the rate is not meaningful.
Why use the reverse mode?
The reverse mode turns the formula into a planning tool. Instead of reporting the rate after a campaign, you set the CTR performance you want, enter the impressions you expect, and get the click target to aim for. It makes goal-setting concrete.
Does this tool send my numbers anywhere?
No. The whole calculation happens in your browser with plain JavaScript. Nothing is uploaded, stored on a server, or shared. This is an educational tool to help you understand your metrics, not professional marketing advice.