CTR Calculator
CTR: CTR = clicks ÷ impressions × 100. Methodology stated, your own inputs only.
In short
CTR: CTR = clicks ÷ impressions × 100. Methodology stated, your own inputs only.
Formula: CTR = clicks ÷ impressions × 100.
What this calculator does
CTR: CTR = clicks ÷ impressions × 100. Methodology stated, your own inputs only. Worked example, questions and limitations included.
Use it to turn Clicks, Impressions into a checked result you can compare, copy, or rerun with different assumptions.
The page shows the formula, a numeric worked example, and the assumptions that affect this marketing calculation.
Inputs and what they mean
- Clicks
- — number value.
- Impressions
- — number value.
How to use it
- Enter each value in the unit shown next to the box (use the unit converter first if your numbers are in other units).
- Check the breakdown to see every intermediate step.
- Read the limitations before relying on the result.
Formula
Methodology: IAB definition — clicks divided by ad impressions.
Use counts from the same platform and date range.
Email CTR usually divides by delivered emails instead.
CTR = clicks ÷ impressions × 100.
Inputs used: Clicks, Impressions.
Worked example
A display ad
- 600 ÷ 400,000 = 0.150%.
Reading the result
The headline figure is the main answer. Any breakdown underneath shows the parts that make it up, so you can check the working and see what changes when you adjust an input.
Limitations and assumptions
- Platform counts.
- Engagement only, not outcomes.
- Results are educational estimates built only from the figures you enter. They are not personalised investment, tax, legal or accounting advice. Rates, growth and discount assumptions are always yours to choose.
- The result depends on the values you enter for this ctr calculator; it does not supply missing rates, rules, prices, dates, or assumptions for you.
Reference: IAB
Last reviewed:
Common questions
Email CTR?
Enter delivered emails as impressions. Check the formula, example, and limitations on this page before using the result for a real marketing decision.
Is a high CTR always good?
Not if the clicks don't convert. Check conversion rate too.
What is a good value?
It depends on channel, audience and industry. We don't assume a benchmark — compare against your own campaigns.
How do I use the CTR Calculator?
Enter the required values for Clicks, Impressions. The calculator applies the formula on this page and shows the main result with any supporting breakdown so you can check the arithmetic.
What formula does the CTR Calculator use?
CTR = clicks ÷ impressions × 100. The visible formula section above lists the calculation path and the edge cases the page handles, so the result can be checked without relying on the form alone.
Can the CTR Calculator be used for exact decisions?
Use it as a calculation aid, not as a substitute for checking the underlying rule, contract, policy, or professional advice that applies to your situation. When a result depends on local rules, personal details, prices, or dates, enter those values yourself and confirm them before acting.
Sources
Method based on IAB.
Cite this page
Free Calculator. (2026, October 15). CTR Calculator. https://freecalculator.tech/tools/ctr-calculator
"CTR Calculator." Free Calculator, 15 Oct. 2026, https://freecalculator.tech/tools/ctr-calculator.
CTR Calculator — Free Calculator, https://freecalculator.tech/tools/ctr-calculator
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CPM: CPM = cost ÷ impressions × 1,000. Methodology stated, your own inputs only.
ROAS: ROAS = attributed revenue ÷ ad spend. Methodology stated, your own inputs only.
Campaign Break-Even: Break-even ROAS = 1 ÷ gross margin. Methodology stated, your own inputs only.
Media Budget: Budget = target conversions ÷ conversion rate × cost per click. Methodology stated, your own inputs only.