Click-Through Rate (CTR)
The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.
CTR Calculator (Click-Through Rate)
Calculate your Click-Through Rate (CTR) and see 2025 industry benchmarks for Google Ads, Facebook, and Email Marketing.
CTR Calculator
Enter any two values to calculate the third one automatically.
Apply This Metric
CTR is the first step. Use these tools to see if those clicks actually make money.
How to Calculate CTR (Step-by-Step)
Click-Through Rate (CTR) measures how often people who see your ad end up clicking it. It is the primary indicator of Ad Relevance. A high CTR means your ad creative resonates with the audience.
The Formula:
CTR = (Clicks / Impressions) × 100
A Real-World Example:
Imagine your Facebook Ad was shown to 10,000 people (Impressions). Out of those people, 150 clicked on the link.
- Step 1: Take the Clicks (150)
- Step 2: Divide by Impressions (10,000)
- Step 3: Result is 0.015
- Final: Multiply by 100 = 1.5% CTR
Tip: CTR helps determine your Quality Score. Higher CTR = Lower Cost Per Click (CPC).
FAQs & Benchmarks
A "good" CTR varies wildly by platform. Search ads always have higher CTR than display ads. Here are the averages:
| Channel | Avg. CTR | Why? |
|---|---|---|
| Google Search | 3.0% - 5.0% | Users are actively searching for answers (High Intent). |
| Facebook Ads | 0.9% - 1.5% | Users are scrolling passively. You must interrupt them. |
| Display / Banner | 0.1% - 0.5% | Ads are in the background. "Banner Blindness" is real. |
| Email Marketing | 2.0% - 5.0% | The audience already knows you (Warm Traffic). |
Low CTR means people see your ad but ignore it. Fix these 3 elements:
| Element | The Fix |
|---|---|
| The Creative | Stop using stock photos. Use "UGC" (User Generated Content) or bright, contrasting colors. |
| The Hook | Your headline is boring. Use curiosity ("The #1 mistake...") or direct benefit ("Save 50%..."). |
| The Audience | You are showing meat ads to vegetarians. Refine your targeting settings. |
This is called "Clickbait". You are promising something in the ad that your website doesn't deliver.
If CTR is high but Conversion Rate is low, your Landing Page is the problem. Check your page speed, pricing, and make sure the headline on the site matches the ad exactly.
Key Terms for this Calculator
Ad Impressions
The total number of times your ad was displayed on a screen. It counts even if the user didn't notice it (see "Viewability").
Ad Relevance
A measure of how closely your ad matches the user's search intent. High relevance leads to high CTR and low costs.
Viewability
An impression is considered "viewable" only if at least 50% of the ad is visible on screen for at least 1 second.
Bounce Rate
The percentage of visitors who leave your site after viewing only one page. High CTR + High Bounce Rate = Bad Landing Page.
Frequency
The average number of times a single user sees your ad. If frequency gets too high (e.g., 4+), CTR usually drops due to "Ad Fatigue".