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How to calculate click-through rate

2026-05-20 11:04 · Paid Marketing

Learn the CTR formula, see a simple example, and understand how click-through rate fits into campaign reporting.

Click-through rate, usually shortened to CTR, measures the percentage of impressions that become clicks. It is one of the clearest ways to check whether an ad, email, search result, or campaign message is getting people to take the next step.

The CTR formula is:

CTR = clicks / impressions x 100

For example, if a paid ad receives 20,000 impressions and 600 clicks, the CTR is 3.00%. If an email is delivered and viewed 8,000 times and gets 160 clicks, the CTR is 2.00%.

The important part is keeping the inputs consistent. Use clicks and impressions from the same source, campaign, placement, and time period. Mixing impressions from one report with clicks from another can make the rate misleading.

A higher CTR often means the message, creative, offer, or search snippet is relevant enough to earn attention. But it does not prove that the campaign is profitable. After calculating CTR, compare it with CPC, conversion rate, CAC, ROAS, and ROI.

Use the CTR Calculator at /tools/ctr-calculator for quick checks, then use the Conversion Rate Calculator at /tools/conversion-rate-calculator to understand what happens after those clicks.