Updated · Built and checked by the PlinzoTools team, formulas tested against published sources
Calculate Click-Through Rate from clicks and impressions.
1.00%
Click-Through Rate (CTR) measures what percentage of people who saw an ad or link actually clicked it -- a core engagement metric for ads, emails, and search results alike.
Enter clicks and impressions. CTR appears instantly.
CTR % = (Clicks / Impressions) × 100
An ad is shown 20,000 times and receives 240 clicks. Divide 240 by 20,000 to get 0.012, then multiply by 100: the CTR is 1.20 percent. If a revised headline is tested on another 20,000 impressions and gets 300 clicks, its CTR is 1.50 percent. The difference of 0.30 percentage points is a 25 percent relative improvement, a useful distinction because small percentage numbers can hide large relative gains.
The result is only as meaningful as the two numbers you supply. Impressions must be the number of times the ad, email link, or search listing was displayed, and clicks must be the clicks attributed to that same item over the same period. In email, some teams divide by delivered messages and others by opens, so state which you used. In search, use the impressions reported for the specific query or page rather than the site total.
When comparing two ad variants, avoid declaring a winner from a few hundred impressions. A difference of a few clicks can easily be random noise. Let both variants collect a reasonably large number of impressions, and keep audience, timing, and placement as similar as possible. If the gap is small, treat the result as inconclusive rather than definitive.
Beyond paid ads, bloggers use CTR to judge how appealing a title and description are in search results, and newsletter writers use it to evaluate call-to-action links. The calculation is identical wherever you can count views and clicks, and it runs locally in your browser.
Varies hugely by channel and placement -- search ads, display ads, and email all have very different typical CTR ranges. Compare against your own historical baseline and channel-specific benchmarks.
Test clearer headlines, stronger calls to action, more relevant targeting, and better creative. Change one element at a time so you know what made the difference.
Not always. Misleading copy can attract clicks from people who leave immediately, so check bounce behavior and conversions too.
CTR measures clicks out of impressions. Conversion rate measures the share of visitors who complete a goal, such as a purchase, after they arrive.
The tool shows two decimals, which is enough for most reporting. For very large impression counts, you can compute the ratio yourself if you need finer precision.
Reference: Google Search Central