CTR Calculator
Click-through rate is clicks divided by impressions, as a percentage. Enter both below to get your CTR and see what a small improvement would be worth.
Your numbers
Result
Fill in the fields to see your result.
Formula
CTR = (Clicks ÷ Impressions) × 100
Worked example
250 clicks from 25,000 impressions is a 1.0% CTR. Lifting that to 1.5% on the same impressions would earn 375 clicks — 50% more traffic for the same spend.
What's a good number?
Meta feed ads commonly run 0.8–1.8%; anything above 2% is strong. Google Search is much higher because the searcher asked for you — 3–5% is normal and top positions on branded terms can exceed 10%. Compare against your own history rather than an industry average, because CTR is driven as much by how narrowly you target as by how good the ad is. A very low CTR usually means the ad and the audience disagree, not that the ad is bad.
Questions
- Does CTR affect what I pay?
- Yes, on both platforms. Google folds expected click-through rate into Quality Score, which directly determines your cost per click. Meta's auction rewards engaging ads with cheaper delivery. Improving CTR is one of the few changes that increases volume and reduces cost at the same time.
- My CTR is high but I get no leads. Why?
- The ad is promising something the landing page does not deliver, or it is attracting curiosity rather than intent. A high CTR with a low conversion rate almost always means a mismatch between ad and destination.
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