CTR calculator
Enter clicks and impressions to calculate CTR. Use the same type of click when comparing ads so the rates mean the same thing.
Inputs stay in this browser. This tool does not fetch account data, forecast results or identify a winning creative.
Input format and limits
Nonnegative numbers, a decimal point and up to 6 decimal places. Commas must group thousands, such as 50,000. Click and impression counts must be whole numbers. Inputs are limited to 1,000,000,000,000. Results cannot exceed the safe supported numeric range. A 0 denominator is undefined. Very small nonzero results retain decimal precision.
Enable JavaScript to calculate. The formulas and examples below work without it.
How to calculate CTR
CTR = clicks ÷ impressions × 100. With 1,000 clicks and 50,000 impressions, CTR is 2%. Google Ads defines CTR using clicks divided by impressions. Use the same click definition as your reporting surface: all clicks, link clicks and outbound clicks need not be interchangeable.
Calculate click-through rate, clicks or impressions from 2 inputs. Keep the reporting period and the definition of a click together.
Reverse the calculation
Clicks = CTR ÷ 100 × impressions. At 2% and 50,000 impressions, the arithmetic gives 1,000 clicks. Impressions = clicks ÷ CTR × 100. At 1,000 clicks and 2%, it gives 50,000 impressions. These are scenarios from your inputs, not a delivery forecast. A reverse calculation may return a fraction. Treat it as a scenario: recorded clicks and impressions are whole numbers.
Combine reporting using totals
Campaign A has 100 clicks from 10,000 impressions: 1%. Campaign B has 900 clicks from 30,000 impressions: 3%. Together, 1,000 ÷ 40,000 × 100 = 2.5%. The unweighted average of 2% ignores the different delivery. This example is made up. It is not a platform benchmark.
CTR does not measure revenue or creative lift
In this example, 2 ads each receive 20,000 impressions. A has 600 clicks and 6 purchases. B has 400 clicks and 12 purchases. A’s CTR is 3%. B’s is 2%. The higher click rate does not tell you which ad produced more purchases. Audience, placement, timing and attribution can differ. These made-up numbers do not isolate the ad’s effect or establish statistical significance.
Handle 0 and unusual results
0 clicks with positive impressions gives 0% CTR. 0 impressions cannot be a denominator. 0 CTR cannot be used to solve for impressions. Counts must be whole numbers. The tool does not impose a universal platform cap on event-based rates: if clicks exceed impressions, check how your source counts repeat clicks and whether the 2 totals really cover the same scope.
Use the result in a creative test
Decide what you want the ad to do before launch. Keep the idea, click definition, audience, placement and dates with the result. CTR tells you about clicks. If the goal is purchases, review those too.