Quick answer
Click-through rate (CTR) = clicks ÷ impressions × 100. 50 clicks on 2,000 impressions is a CTR of 2.5%.
Enter clicks and impressions. The calculator returns the CTR.
Related tools: Markup Calculator: Selling price from cost and markup percentage. CPM Calculator: Cost per thousand impressions. ROAS Calculator: Return on ad spend.
How to use the CTR Calculator
- Enter clicks (0 or more).
- Enter impressions (above 0).
- Press Calculate to see the result, and use Reset to start again.
| Input | What to enter | Allowed values |
|---|---|---|
| Clicks | A number | ≥ 0 |
| Impressions | A number | > 0 |
Formula and method
Formula
CTR = clicks ÷ impressions × 100
IEEE-754 double precision; money shown to cents, rates to 4 decimals. Results are estimates, not financial advice.
Direct ratio.
Worked examples
These examples are verified: each one is an automated test case that the live calculator must reproduce exactly.
Example 1
Inputs: Clicks = 50; Impressions = 2000.
| Result | Value |
|---|---|
| CTR | 2.5% |
Example 2
Inputs: Clicks = 3; Impressions = 1000.
| Result | Value |
|---|---|
| CTR | 0.3% |
The first line is the headline result (cTR). IEEE-754 double precision; money shown to cents, rates to 4 decimals. Results are estimates, not financial advice.
What affects CTR
Headline, position, relevance to the search or audience and the offer all influence CTR. Search ads in top positions typically see higher rates than display ads, so compare like with like.
From CTR to cost
CPC equals CPM ÷ (1,000 × CTR), so at a $5 CPM and a 2.5% CTR the CPC is $5 ÷ 25 = $0.20. A higher CTR lowers the cost per click for the same price of reach.
Using CTR
50 clicks on 2,000 impressions is 2.5%. Expected clicks are impressions × CTR, so 100,000 impressions at 2.5% give 2,500 clicks.
CTR depends on placement, so compare it only with similar ads. It does not show conversions.
How the result changes with clicks
Holding every other input at the first worked example, this table changes only clicks. It shows how sensitive the answer is to that one value; each row was produced by running this calculator.
| Clicks | CTR |
|---|---|
| 25 | 1.25% |
| 50 | 2.5% |
| 100 | 5% |
| 200 | 10% |
What happens with invalid input
These messages are produced by the calculator itself, so you know what to fix.
- Impressions: entering "0" shows "Impressions must be greater than 0." beside that field and no result.
Choosing between the CTR Calculator and similar calculators
Each row shows what a related calculator on this site asks for and what it returns, so you can pick the one that matches your question.
| Calculator | You enter | It returns |
|---|---|---|
| [Markup Calculator](/business/markup-calculator/) | cost and markup | Selling price |
| [CPM Calculator](/business/cpm-calculator/) | ad spend and impressions | CPM |
| [ROAS Calculator](/business/roas-calculator/) | revenue from ads and ad spend | ROAS |
| [Break-Even Calculator](/business/break-even/) | fixed costs, price per unit and variable cost per unit | Break-even units |
| [Margin Calculator](/business/margin-calculator/) | cost and revenue | Gross margin |
Background: business metrics
Business ratios depend on exactly which costs and revenues you include, so read each page's definition. Two common checks: break-even units = fixed costs ÷ (price − variable cost per unit), so $50,000 of fixed costs with a $10 price and $5 variable cost breaks even at 10,000 units; and net profit margin = net profit ÷ revenue, so $20,000 profit on $100,000 revenue is 20%.
Return on investment ignores time: 20% over five years is far less impressive than 20% in one, so compare returns over the same period.
Assumptions and limitations
- Denominator must be positive
If a required value is empty, not a number, or outside its allowed range, the form marks that field with a message and shows no result instead of a misleading number. The automated checks deliberately try invalid entries for impressions to confirm this.
Frequently asked questions
What is a good CTR?
Display averages are under 1%, search ads often 2 to 5% or more.
Can CTR exceed 100%?
No, clicks cannot exceed impressions in a clean count.
Does a low CTR mean a bad ad?
Not always; check conversions too.
How many clicks can I expect from 100,000 impressions at 2.5%?
2,500 clicks.
Does a high CTR mean a profitable ad?
Not necessarily. Clicks must also convert and earn more than they cost.
What does the CTR Calculator calculate?
Click-through rate. It returns CTR.
What formula does the CTR Calculator use?
CTR = clicks ÷ impressions × 100. Direct ratio.
What do I need to enter in the cTR Calculator?
You enter Clicks and Impressions.
How is the result rounded or limited?
IEEE-754 double precision; money shown to cents, rates to 4 decimals. Results are estimates, not financial advice. Denominator must be positive.
What is an example of a cTR result?
With clicks 50 and impressions 2000, the cTR is 2.5%.
Related calculators
- Markup Calculator — Selling price from cost and markup percentage.
- CPM Calculator — Cost per thousand impressions.
- ROAS Calculator — Return on ad spend.
- Break-Even Calculator — Units and revenue needed to cover fixed and variable costs.
- Margin Calculator — Profit, gross margin and markup from cost and revenue.
- ROI Calculator — Return on investment, with optional annualized return.
Sources
- Common definition used on this page. No single authoritative standard defines it, so the exact formula is stated in the formula section above
Content last reviewed 2026-11-04. Formulas and worked examples are checked by automated tests against independently computed values.