CTR Calculator
Calculate click-through rate from clicks and impressions, reverse-calculate clicks from a target CTR, or process a whole list at once.
Result
120 / 4000
Industry CTR benchmarks (Google Ads)
Search Network
3-5%
Display Network
0.46%
Facebook / Meta Ads
0.90%
What is CTR (click-through rate)?
Click-through rate (CTR) is the percentage of people who saw your ad and clicked on it. It's calculated as CTR = (Clicks ÷ Impressions) × 100. CTR is one of the main signals Google Ads and Meta Ads use to estimate ad relevance — a higher CTR generally means your ad resonates with the audience it's shown to.
How to use the CTR Calculator
Enter your clicks and impressions to get the CTR instantly. If you're planning a campaign and want to know how many clicks to expect at a given CTR, switch to reverse mode and enter your target CTR plus expected impressions. For account audits, switch to bulk mode and paste a CSV list of clicks,impressions — one campaign per line — to calculate CTR for everything at once.
What counts as a 'good' CTR?
A 'good' CTR depends heavily on the channel and ad position. On the Google Search Network, average CTR across industries is roughly 3-5%, but top positions for branded terms can exceed 10%. The Google Display Network averages around 0.46% because ads are shown to people who aren't actively searching. Facebook and Meta Ads typically average around 0.90%. Always compare CTR within the same channel and campaign type — comparing Search CTR to Display CTR will make Display look artificially weak.
FAQ
What is a good CTR for Google Ads?
On the Google Search Network, a CTR between 3% and 5% is considered average to good across most industries, though top-of-page branded campaigns can see 10%+ . On the Display Network, average CTR is much lower — around 0.46% — because ads are shown to a passive audience.
How is CTR calculated?
CTR is calculated as (Total Clicks ÷ Total Impressions) × 100, expressed as a percentage. For example, 120 clicks from 4,000 impressions gives a CTR of (120 ÷ 4000) × 100 = 3%.
Why is my Display Network CTR so much lower than Search?
Display ads are shown to people browsing content, not actively searching for a product or service, so they're naturally less likely to click. A Display CTR of 0.46% is roughly the industry average and isn't necessarily a sign of a problem — Display campaigns are usually evaluated on view-through conversions and reach as well as CTR.
Does a higher CTR always mean a better campaign?
Not always. CTR measures engagement, not business outcomes. A high CTR with a low conversion rate can indicate the ad is attracting clicks that don't match your landing page or offer. CTR should be reviewed alongside conversion rate, cost per conversion, and ROAS.
How can I estimate the clicks I'll get from a campaign before launching?
Use the reverse mode: enter the CTR you expect (based on past campaigns or industry benchmarks for your channel) and your planned impression volume, and the calculator will estimate the resulting clicks. This is useful for forecasting budgets and setting realistic targets.
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