Formulas used by this calculator
- CTR (%) = clicks ÷ impressions × 100
- Blended CTR (%) = total compatible clicks ÷ total compatible impressions × 100
Worked example
Illustrative delivery is 20,000 impressions with 240 clicks. CTR is 240 ÷ 20,000 × 100 = 1.2%.
A later period with 360 clicks from 40,000 impressions has more clicks but a lower CTR of 0.9%. Both the numerator and denominator matter when reviewing a change.
Match the numerator to the denominator
Google Ads lists CTR alongside clicks and impressions as a response metric. This worksheet uses the direct click-to-impression calculation. Google Ads: performance metric definitions.
Count clicks and impressions from the same campaign selection and period. Use whole-number event counts. If a report provides link-click CTR, select link clicks for the numerator; substituting all clicks changes the meaning of the result.
Read CTR as one part of the funnel
A creative can attract attention from people who are unlikely to become customers. Compare landing-page behavior and qualified outcomes before declaring a high-CTR ad the winner. A clear, selective message can produce fewer clicks while bringing in more suitable prospects.
CTR also depends on the opportunity to respond. Keep format, objective, and audience context with the number. A percentage without those details can encourage a team to optimize a visible intermediate metric while overlooking the commercial result.
Avoid misleading before-and-after summaries
Calculate a combined CTR from combined counts. If a low-volume campaign has an unusually high rate, averaging its percentage with a large campaign can exaggerate the overall response. The raw totals make the weighting explicit.
Record the size of the sample as well as the percentage. This calculator does not perform a statistical test or decide whether a change is reliable. Use a planned creative experiment when the decision requires evidence about the message rather than a descriptive ratio.
Common questions
Is there a universal good CTR?
No single threshold represents every format, audience, objective, and click definition. Compare compatible campaigns and check the quality of downstream outcomes. This tool does not supply an industry benchmark.
What does a result above 100% mean?
The raw inputs contain more click events than impression events. Check scope, repeated clicks, and counting differences. The calculator flags this rather than presenting the result as a probability for unique people.