Free click-through rate (CTR) calculator
Calculate CTR from clicks and impressions with a visible formula and editable example inputs.
Try your own numbers.
The starting values are illustrative. Replace them with compatible numbers from your report.
Use this calculator to check the arithmetic of a search or advertising click-through rate. Enter compatible clicks and impressions from one source and period. The result describes your inputs; it does not score your content or predict the effect of a title change.
Work through it, step by step.
Choose the exact click definition and source. Keep search clicks separate from ad interactions and use the corresponding impression count.
Replace the illustrative values below with your report’s numbers. The denominator must be positive; a missing impression total is not zero.
Read the percentage with both counts and the relevant query, placement or audience context. Compare similar segments before choosing a follow-up.
Make it concrete.
With 240 clicks and 12,000 impressions, CTR is 2%. A result of 10% from just 2 clicks and 20 impressions has a much smaller evidence base.
What to keep in mind.
There is no universal good CTR. Brand intent, position, device and the source’s counting rules can all affect a fair comparison.
Your next useful step.
If the rate is unexpectedly low, inspect a specific page-query or ad-audience pair. Use the high-impressions guide to turn the number into a focused investigation.
Working with this in Liftaven
Calculations run locally in your browser. These tools do not connect accounts or send your inputs to Liftaven. Use numbers from the same reporting period and keep currencies consistent. A calculated ratio describes your inputs; it does not establish the cause of a change.
Explore the workspaceSources & context
This note combines original practical guidance with the reporting references below. Follow provider documentation for current definitions and availability; suggested investigations are not guarantees of a particular result.