Click-Through Rate Calculator Formula

Understand the math behind the click-through rate calculator. Each variable explained with a worked example.

Use the Click-Through Rate Calculator

Formulas Used

Click-Through Rate

ctr = impressions > 0 ? (clicks / impressions) * 100 : 0

Impressions Per Click

impressions_per_click = clicks > 0 ? impressions / clicks : 0

Variables

VariableDescriptionDefault
clicksTotal Clicks250
impressionsTotal Impressions10000

How It Works

How to Calculate Click-Through Rate

Formula

CTR = (Clicks / Impressions) x 100

CTR measures how compelling your ad, email subject line, or search listing is at generating action. It reflects the relevance and appeal of your creative to the audience who sees it. Higher CTR generally indicates better targeting and more engaging copy. In Google Ads, higher CTR also improves your quality score, which lowers your cost per click.

Worked Example

An ad receives 250 clicks out of 10,000 impressions.

clicks = 250impressions = 10000
  1. 01CTR = (250 / 10,000) x 100 = 2.5%
  2. 02Impressions Per Click = 10,000 / 250 = 40
  3. 03One in every 40 people who saw the ad clicked it.

Ready to run the numbers?

Open Click-Through Rate Calculator