What is click-through rate?
Click-through rate is the share of the people who saw something who then clicked it. It works the same way for a Google Ads listing, an organic search result, a banner, a push notification or a link in an email — only the name of the "impression" changes.
Formula
CTR = clicks ÷ impressions × 100Conversion rate = conversions ÷ clicks × 100
Worked example
An email went to 12,000 people and 384 of them clicked the link, a CTR of 3.2%. If 46 of those clicks turned into orders, the conversion rate is 11.98% and it took about 261 emails to produce one order.
How to use the CTR calculator
- Enter impressions — ad views, search impressions or emails delivered.
- Enter clicks for the same period and the same audience.
- Add conversions if you track them, to see whether the clicks were worth having.
What counts as a good CTR
- Search ads often sit between 2% and 6%; display ads are usually under 1%; email links are commonly 2% to 5%. Your own history is a better yardstick than any benchmark.
- In Google Search Console, CTR falls fast with position. Compare a page against other pages at the same average position, not against the site average.
- A high CTR with a low conversion rate means the promise in the ad is not matched by the page behind it.
Frequently asked questions
How do you calculate CTR?
Divide clicks by impressions and multiply by 100. 384 clicks from 12,000 impressions is a 3.2% click-through rate.
What is a good click-through rate?
It depends on the channel: a few per cent is normal for search ads and email, while display ads are often well below 1%. Track your own trend rather than chasing a benchmark.
Is CTR the same as conversion rate?
No. CTR measures how many people clicked; conversion rate measures how many of those clicks did what you wanted. This calculator shows both.