Click-through rate from clicks and impressions — for ads, emails, and search results. Add conversions to see what happens after the click.
Click-through rate is the share of people who saw your ad, email, or search listing and clicked it. It measures how relevant and compelling the creative is to the audience seeing it.
Your ad was shown 48,000 times and clicked 1,100 times. CTR = 1,100 ÷ 48,000 × 100 = 2.29%.
It depends heavily on the channel. Search ads usually earn far higher CTRs than display or social ads, because the person is actively looking for something; branded search terms earn higher CTRs still. Compare CTR against your own history for the same channel and placement rather than against a cross-industry average.
A high CTR with a poor conversion rate usually means the ad promises something the landing page doesn't deliver. Add conversions above to see both numbers side by side, then check CPA to see what each result actually costs.
How do you calculate click-through rate? Divide clicks by impressions and multiply by 100. 1,100 clicks from 48,000 impressions is a 2.29% CTR.
Does a higher CTR lower my costs? Usually. On CPM-priced inventory a higher CTR directly lowers your cost per click, and on search platforms a higher expected CTR improves quality score, which can lower the CPC you pay.
What is the difference between CTR and conversion rate? CTR measures how many viewers click. Conversion rate measures how many of those visitors go on to buy, sign up, or complete the goal.
