Calculate click-through rate, forecast clicks from a target CTR, or find the impressions needed for a target click volume. Enter any two fields.
How to Use This Click-Through Rate Calculator
Enter any two of Clicks, Impressions, and CTR — the third calculates instantly.
Example: 250 clicks from 10,000 impressions = 2.50% CTR.
Forecasting clicks: Enter CTR = 3% and Impressions = 50,000 → Expected clicks = 1,500.
The CTR Formula Explained
CTR (%) = (Clicks ÷ Impressions) × 100
Worked example: 250 clicks ÷ 10,000 impressions × 100 = 2.50%
What Is a Good CTR? Benchmarks by Channel
| Channel | Avg. CTR |
|---|
| Google Search Ads | 6–7% |
| Google Display Network | 0.35% |
| Meta Ads (Facebook) | 0.90% |
| Instagram | 0.52% |
| LinkedIn Ads | 0.39% |
| TikTok Ads | 1.0% |
| Amazon Sponsored Products | 0.35–0.5% |
Sources: WordStream Google Ads benchmarks; Statista Meta/Instagram data; LinkedIn Marketing Solutions; TikTok for Business; Amazon Advertising (2024). Updated August 2026.
Common CTR Mistakes
- Comparing CTR across channels. A 6% Google Search CTR is normal; a 6% LinkedIn CTR would be extraordinary. Benchmark within channels only.
- Optimizing CTR at the expense of conversion rate. A clickbait headline can inflate CTR while attracting visitors who never convert. Always pair CTR with CPA.
- Ignoring impression quality. A high CTR from irrelevant audiences means you're paying for clicks that won't convert.
Frequently Asked Questions
- How do you calculate click-through rate?
- CTR = (Clicks ÷ Impressions) × 100. If an ad received 250 clicks from 10,000 impressions, the CTR is 2.5%. This calculator solves in all directions: enter clicks and impressions to get CTR, enter CTR and impressions to forecast clicks, or enter clicks and CTR to find required impressions.
- What is a good CTR?
- CTR benchmarks vary dramatically by channel. Industry averages (2024): Google Search Ads 6–7%; Google Display Network 0.35%; Meta Ads (Facebook) 0.90%; Instagram 0.52%; LinkedIn 0.39%; TikTok 1.0%; Amazon Sponsored Products 0.35–0.5%. Search ads have the highest CTR because they match user intent. Display and social typically run under 1%. Sources: WordStream, Statista, platform benchmarks. Updated August 2026.
- How does CTR affect Quality Score?
- In Google Ads, CTR is one of the primary signals in Quality Score calculation. Higher CTR relative to competitors at the same auction position signals that your ad is relevant — Google rewards this with lower CPCs and better positions. A high CTR from poorly targeted traffic (broad match without negative keywords) can inflate CTR while reducing conversion quality. Quality Score considers expected CTR, ad relevance, and landing page experience.