Divide clicks by impressions to get CTR, the headline efficiency measure of any ad or listing.
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.
Click Through Rate
Click-Through Rate = Clicks ÷ Impressions × 100
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.
Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
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.