Click Through Rate
Calculator

CTR = (number of clicks / number of impressions) x 100. It measures what percentage of people who saw an ad or link actually clicked on it, serving as a key indicator of how compelling and relevant the ad or content is to its audience.

It varies significantly by platform and placement — search ads often see CTRs of 2-5% since users are actively searching for related terms, while display or banner ads frequently see CTRs below 1% because they're shown to a less actively interested audience.

Many ad platforms use CTR as part of their quality or relevance scoring, meaning a higher CTR can actually lower your cost per click, since the platform rewards ads that its algorithm predicts (and observes) users find relevant.

Yes — a high CTR with low conversion rate often signals that the ad is attracting clicks through curiosity or misleading claims rather than genuine interest from qualified prospects, so CTR should always be paired with downstream conversion metrics.

Yes — in email marketing, CTR is usually calculated as clicks divided by emails delivered or opened, and typical benchmarks (often 2-5%) differ substantially from paid search or display advertising benchmarks, so compare CTR only within the same channel type.