Click Through Rate Calculator
Divide clicks by impressions to get CTR, the headline efficiency measure of any ad or listing.
About Click Through Rate Calculator
The click-through rate is the share of impressions that clicks represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small. Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
Formula
Click Through Rate
Click-Through Rate = Clicks ÷ Impressions × 100
- Clicks
- The subset being measured
- Impressions
- The full population it is drawn from
Worked example
With the default values below, Click Through Rate Calculator returns Click-Through Rate of 1.50%. Change any input above and every figure here is recalculated in your browser.
Inputs used
- Clicksminimum 0
- 1,800
- Impressionsminimum 0
- 120,000
Results
- Click-Through Rate
- 1.50%
- Remaining (whole minus part)
- 118,200
- Equivalent per 1,000
- 15.0
- One in Every
- 66.7
Step by step
- 1Values used
- 2Click Through Rate
- 3Click-Through Rate= 1.50
- 4Remaining (whole minus part)= 118,200
- 5Equivalent per 1,000= 15.0
- 6One in Every= 66.7
Assumptions and limits
- The result is derived only from the 2 inputs listed above. Anything not among them is not part of the calculation.
- In particular, this calculator does not take inflation, tax, fees or charges or compounding frequency into account.
- Figures are rounded for display to 2 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.
- This is an estimate for general information and not professional financial, tax or legal advice. See the full disclaimer for the limits that apply to this kind of calculator.
How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.
Frequently Asked Questions
How is Click Through Rate calculated?
Click-Through Rate = Clicks ÷ Impressions × 100 The click-through rate is the share of impressions that clicks represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small.
Why does Click Through Rate matter?
Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
What values do I need to enter?
This calculator takes 2 inputs: Clicks, Impressions. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.