Enter the total number of clicks and the total number of impressions of an ad or set of ads. The calculator will evaluate and display the click-through rate, also known as CTR. This calculator can also determine the number of clicks or impressions given the CTR and other known values.

Click Through Rate Formula

The following formula is used to calculate the click-through rate on an ad location or website.

CTR = TC / TI *100
  • Where CTR is click-through rate %
  • TC is the total number of clicks
  • TI is the total number of impressions.

To calculate CTR, divide the number of clicks by the number of impressions, then multiply the result by 100 to present it as a percentage.

Click Through Rate Definition

Click-through rate is a term used in digital advertising to describe the total rate at which ads are clicked on. This rate is typically measured as a percent. These metrics are analyzed by both advertisers and publishers.

What does a click-through rate tell you?

A click-through rate, by definition, is a percentage of the number of times a user clicks on an ad or other media compared with how many impressions that ad received.

On the side of advertisers, this metric is used to understand how well a particular advertisement or marketing strategy is performing. The greater the click-through rate, the more enticing the ad is to individuals.

On the publisher side (those that display the ads), click-through rate is used to understand how well a certain ad position is performing. For example, a publisher may see that their sidebar ad has twice the click-through rate as their header ad, and therefore should focus on the sidebar more.

What is a good click-through rate?

The average click-through rate for display ads is around .46% and for search ads (those that appear at the top of google searches) is around 3.15%.

These click-through rate averages can be used as a base for what a good click-through rate is, but it should not be used as the only metric to determine the success of the marketing. The other metric that should be used in combination with this is the conversion rate.

For example, if you have a very high click-through rate, but a low conversion on those clicks, then your advertisement is probably too much like click-bait.

How to increase click-through rate?

There are two main ways to increase the click-through rate. The first is through creating a more enticing advertisement with something that grabs a reader’s attention. The other way to increase the click-through rate is to target users that would more likely buy your product. For example, if you are selling a walking stick, you would want to target an older demographic with your ads.

Click Through Rate Example

How to calculate click through rate?

  1. First, determine the total number of clicks

    Over a given time period, determine the total number of clicks.

  2. Next, determine the total number of impressions

    Measure the total number of impressions over the same time period.

  3. Finally, calculate the click through rate.

    Using the formula above calculate the click-through rate.


What is a click through rate?

A click-through rate is a term used in online advertising to describe the rate at which an ad is clicked on.