CTR Calculator
CTR = clicks ÷ impressions × 100. 1,200 clicks from 80,000 impressions is a 1.5% CTR.
Google Ads: Clicks
Google Ads: Impr.
CTR = 1,200 ÷ 80,000 × 100 = 1.5%
Across the Google Search accounts iClick manages, the average CTR is 4.23% (iClick portfolio).
Next: see what your CTR does to cost per click → CPC calculator
Your click-through rate is 1.5%. See what's driving it across the account: free 47-point ad audit, five business days, no sales call.
Get my auditHow to calculate CTR
Click-through rate is the share of people who saw your ad and clicked it. For what CTR is and how platforms report it, see our glossary entry on CTR.
| Step | Example | Where to find it |
|---|---|---|
| Clicks | 1,200 | Google Ads: Clicks |
| Impressions | 80,000 | Google Ads: Impr. |
| CTR | 1,200 ÷ 80,000 × 100 = 1.5% | Google Ads: CTR |
The same formula runs backwards. At a 1.5% CTR, 80,000 impressions deliver 1,200 clicks; to get 1,200 clicks at that rate you need 80,000 impressions. The buttons above the calculator switch between the three.
Why CTR changes your CPC
On Google Ads, CTR does more than measure interest. Expected click-through rate is one of the three parts of Quality Score, and a higher Quality Score lowers what you need to pay for the same ad position. So a better CTR tends to cut your cost per click as well as bringing more clicks.
On impression-priced channels the link is direct: CPC = CPM ÷ (1,000 × CTR), so doubling CTR halves the cost of each click. If your CTR is lagging, our workflow on improving a low click-through rate covers the fixes in order.
CTR questions
How do you calculate CTR?
Divide clicks by impressions and multiply by 100. 1,200 clicks from 80,000 impressions is a 1.5% click-through rate.
Is CTR the same as conversion rate?
No. CTR measures clicks per impression: how many people who saw the ad clicked it. Conversion rate measures conversions per click: how many of those clicks turned into a sale or lead.
Why is my Google Ads CTR low?
Usually because the ad doesn't match what people searched for closely enough, or it shows for searches it shouldn't. Tighter ad groups, more specific copy and negative keywords are the usual fixes. Our workflow on improving a low CTR goes step by step.
What is a good CTR?
It depends on the network, industry and whether you're bidding on your own brand. For reference, the Google Search accounts iClick manages average a 4.23% CTR. Compare against your own history first.
Built by the iClick team · Reviewed by Pankaj, Google Ads Strategist · Updated
