CTR Calculator
Calculate the percentage of impressions that resulted in clicks.
How this calculator works
CTR = Clicks / Impressions × 100.
Use clicks and impressions from the same platform, campaign scope and date range.
Example
500 clicks from 20,000 impressions gives a CTR of 2.5%.
Source and metric note
Google Ads defines average CPC as total click cost divided by total clicks. It defines conversion rate as conversions divided by eligible ad interactions. Google Ads also reports conversion value per cost as conversion value divided by total ad-interaction cost.
Google Ads - Avg. CPC - Google Ads - Conversion rate - Google Ads - clicks and CTR issues
Last reviewed: 27 August 2026.
Frequently asked questions
What does CTR measure?
It shows how often an impression led to a click.
Is a higher CTR always better?
Not by itself. CTR should be considered with conversion quality, cost and business outcome.
Can a report show clicks higher than impressions?
Yes, some ad-platform reports can temporarily or exceptionally show more clicks than impressions because metrics update at different times or multiple links can be clicked from one impression. The calculator therefore allows CTR above 100%.