Marketing returns
Click-Through Rate Calculator
Calculate clicks as a percentage of eligible impressions using a single consistent click event definition.
Use CTR to assess impression-to-click response. Use conversion rate to assess what visitors do after reaching the destination.
What the result means
CTR expresses the share of impressions that generated an eligible click. Higher response is not automatically better commercial performance if the message attracts unqualified traffic.
The formula
(Clicking impressions / eligible impressions) * 100
Results are displayed to at most two decimal places. Calculations use the unrounded inputs.
A worked example
Put the formula to work
- Eligible impressions (impressions)
- 50,000
- Clicking impressions (clicks)
- 1,250
Click-through rate: 2.5%
A report with 1,250 clicking impressions out of 50,000 eligible impressions has a 2.5% CTR.
How to use this calculator
- Select the placement, period, and eligible click event.
- Use impression and click counts from the same reporting scope.
- Remove repeated clicks per impression for this bounded definition.
- Divide clicking impressions by all eligible impressions and multiply by 100.
Why this number matters
CTR helps isolate whether an exposure produces an initial response before evaluating the separate economics of traffic and conversions.
Input definitions
- Eligible impressions (impressions)
- Ad or search-result displays eligible for the selected click event in this report; must be greater than zero.
- Clicking impressions (clicks)
- Count at most one eligible click per impression; cannot exceed impressions in this bounded CTR definition.
Assumptions and limitations
- Reports counting multiple click types per impression may exceed 100% and are not supported by this definition.
- Placement, search intent, and device mix can explain changes without a creative effect.
- Does not measure landing-page loads, attention, or purchase intent.
Methodology
The default result and worked example use the same calculation functions as the interactive tool. The formula cannot verify the quality or scope of your source data.
Read our calculation methodology
Last updated .