How to calculate clickthrough rate
To calculate CTR, divide clicks by impressions and multiply by 100 to show it as a percentage. Google Ads defines it as the number of clicks an ad receives divided by the number of times it is shown;[1] Microsoft Advertising,[5] Meta[2] and Google Search Console[4] use the same division.
- CTR2.4%
- Clicks per 1,00024
- CPM$36.00
- CPC$1.50
With the cost entered, the same numbers give CPM and CPC, because all three come from the same three totals. The CTR formula page covers the definition in more depth, including why Meta reports two CTRs.
Clicks to expect at each CTR
Expected clicks are impressions × CTR, so a small change in rate is a large change in traffic at scale.
| CTR | 1,000 | 10,000 | 100,000 |
|---|---|---|---|
| 0.5% | 5 | 50 | 500 |
| 1% | 10 | 100 | 1,000 |
| 2% | 20 | 200 | 2,000 |
| 5% | 50 | 500 | 5,000 |
| 10% | 100 | 1,000 | 10,000 |
Reading the table backwards answers the planning question: 500 clicks at 2.5% need 20,000 impressions, which a CPM calculator turns into a budget.
Link CTR vs CTR (all)
Link CTR counts only clicks to the destination, while CTR (all) counts every click on the ad. Meta calculates CTR (link click-through rate) as link clicks ÷ impressions[2] and CTR (all) as clicks (all) ÷ impressions,[3] which includes likes, profile clicks and expanding the text. CTR (all) is always the larger number, so compare like with like and use link clicks when you care about traffic.
CTR mistakes
- Clicks larger than impressions. It cannot happen inside one report row; it usually means clicks from one report and impressions from another (or filtered differently).
- Averaging CTRs. Two ads at 1% (on 100,000 impressions) and 10% (on 100) do not average 5.5%. Add up clicks and impressions first: the total is about 1.01%.
- Chasing CTR over conversions. A curiosity headline can double CTR and halve conversion rate. Check cost per result with the CPA calculator.
- Comparing search and display CTRs. People on a search page are looking for an answer; people reading an article are not. The two placements produce very different CTRs for the same ad.
Not affiliated with Google, Microsoft or Meta. Platform names are trademarks of their owners and appear only to identify whose documentation we cite.
Frequently asked questions
How do you calculate CTR?
Clicks ÷ impressions × 100. 84 clicks from 3,500 impressions = 2.4%.
How many clicks will I get from 10,000 impressions?
Impressions × CTR. At 1% that is 100 clicks; at 3% it is 300.
Is CTR the same as conversion rate?
No. CTR is clicks ÷ impressions; conversion rate is conversions ÷ clicks (or visits). Use the conversion rate calculator for the second step.
Why is my CTR (all) higher than link CTR?
CTR (all) includes every click on the ad, such as likes, comments and profile taps; link CTR counts only clicks to your link.