Calculation desk / advertising
CTR Calculator
Calculate click-through rate from clicks and impressions.
CTR Calculator: Measure how often a recorded advert impression was followed by a click, expressed as a percentage. CTR compares interaction with delivery volume; it helps describe response to a placement without claiming that those clicks became purchases. Runs 100% locally in your browser with zero server file uploads.
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Click-through rate
1.2%
CTR = clicks ÷ impressions × 100- Clicks and impressions cover the same placement and reporting window.
- Clicks must not exceed impressions in this simplified model.
Formula and worked example
CTR = clicks ÷ impressions × 100
A worked example with sample values:
| Inputs | |
|---|---|
| Clicks | 1,200 |
| Impressions | 100,000 |
| Results | |
|---|---|
| Click-through rate | 1.2% |
Click percentage worked through
CTR (%) = recorded clicks ÷ recorded impressions × 100. For 1,200 clicks and 100,000 impressions, 1,200 ÷ 100,000 = 0.012; multiplying by 100 gives 1.2%. The decimal fraction and percentage describe the same ratio. Enter counts in the widget, rather than typing an already calculated percentage into the clicks field.
IAB New Zealand describes advertising CTR as the click-to-impression ratio (https://www.iab.org.nz/glossary). It distinguishes this from measures of campaign effectiveness. The example on this page illustrates the arithmetic and supplies no benchmark for a particular industry, channel or advert format.
Reading small changes and combined reports
Match clicks to the placement and dates used for impressions. Changing the audience or the click definition can change the measured response independently of the creative. For a combined report, calculate from total clicks and total impressions; do not give differently sized placements equal weight by averaging their percentages.
A move from 1% to 1.2% is an increase of 0.2 percentage points and a relative increase of 20%. Those descriptions are different, so specify which one you mean. With positive impressions and no clicks, CTR is 0%; with no impressions, the denominator is empty and the calculation is undefined.
How to use it
- Enter values that cover the same scope and reporting period.
- Choose a display currency when the calculation includes money.
- Calculate, then review the formula and assumptions beside the result.
Privacy & limitations
Every value and calculation stays in your browser. This is a planning utility, not accounting, tax, legal, or investment advice. Verify material decisions in your source system and with an appropriate professional.
Related tools
Frequently asked questions
Can I use email opens as the CTR denominator?
This page is defined around clicks and impressions. Clicks divided by email opens is an open-based response measure, rather than the advertising CTR described here. Use the denominator specified in your report and name the measure explicitly when switching contexts.
Why can my reporting platform show more clicks than impressions?
Its event definitions or reporting windows may differ, or repeated interactions may be counted. This calculator uses a simplified part-of-whole model and rejects clicks above impressions. Reconcile the source records instead of treating the rejected inputs as a percentage of unique viewers.
Does a higher CTR mean a campaign earns more?
CTR has no spending, order value or conversion inputs. More clicks per impression can coexist with fewer sales or greater costs. Review CPC, conversion rate and attributed revenue alongside it when the question concerns commercial outcomes.
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<p style="margin:4px 0 16px;font-size:13px"><a href="https://toea.com/ctr-calculator">CTR Calculator</a> · TOEA</p>
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