Calculate CTR from clicks and impressions
Enter Clicks and Impressions for the same period. The calculator applies CTR = Clicks ÷ Impressions × 100 and shows the click-through rate, non-clicked impressions, impressions per click, the formula, and the intermediate values.
Choose a period label for the result. It does not convert the figures or fetch live advertising or analytics data. You can also enter an optional target CTR for a comparison.
How to use the CTR Calculator
- Select Period. This is a label only, so make sure both figures cover that same period.
- Enter Clicks and Impressions from the same source.
- Optionally enter Target CTR (%) - optional.
- Select Calculate CTR.
- Use Copy result when clipboard access is available. If copying fails, the tool reports that you can select and copy manually.
- Select Download result (.txt) to save the plain-text summary.
- Select Reset to restore Monthly, clear the inputs and messages, and hide the result.
Understand the results
The result includes the CTR, non-clicked impressions, impressions per click, formula details, and an assumptions table. Non-clicked impressions are calculated as Impressions − Clicks. Impressions per click uses Impressions ÷ Clicks; when clicks equal 0, it is shown as N/A.
If you enter a target, the table shows Target CTR and Gap vs. target. The gap is in percentage points and uses CTR − Target CTR. A warning appears only when the absolute gap is greater than 0.005 percentage points.
- When actual CTR is above the target by more than
0.005percentage points, the warning says that the target has been exceeded. It does not show additional clicks needed. - When actual CTR is below the target by more than
0.005percentage points, the warning estimates the additional clicks needed at the same impressions total. That estimate appears in the warning, not in the result table.
Validation and limitations
- Clicks must be a number of 0 or more.
- Impressions must be greater than 0.
- Clicks cannot exceed Impressions.
- Target CTR (%) - optional, when entered, must be between 0 and 100.
- The period is a label only. The calculator does not convert periods or retrieve platform data.
- The calculator script performs the calculation from the values entered in these fields and does not submit those calculator values. The inspected page also includes external analytics and a separate subscription form, so this does not establish page-wide data handling.
Frequently Asked Questions
How is click-through rate calculated?
Click-through rate (CTR) is the number of clicks divided by the number of impressions for the same period, shown as a percentage: Clicks / Impressions x 100.
What counts as a click and an impression?
A click is a recorded click on your ad, link, or listing. An impression is a recorded time it was shown or served. Use whatever your ad platform, email tool, or analytics source reports for each, as long as both figures come from the same source and cover the same period.
Why does the tool ask for a target CTR?
The target CTR field is optional. If you enter one, the tool compares your actual CTR to the target and shows the gap. When actual CTR is below the target by more than 0.005 percentage points, it also estimates roughly how many additional clicks would be needed at the same impressions total to reach it. It is a plain arithmetic comparison, not a forecast or recommendation.
Does this tool fetch my actual ad or analytics data?
No. It only calculates from the clicks and impressions figures you type in. It does not connect to Google Ads, Google Analytics, Meta Ads, or any other platform, and it does not fetch live records. The calculator code performs this calculation locally from the entered values; this does not describe other page features such as analytics or the separate subscription form.
Is this a substitute for advertising or marketing advice?
No. This tool performs transparent arithmetic on the figures you provide. It is not advertising, marketing, or business advice, and it does not account for ad quality, bot traffic, attribution, or statistical significance.