Free tool · No sign up
CTR Calculator: Click Through Rate for Meta and Google Ads
Enter clicks and impressions to see your click through rate, the share of ad views that turned into a click. Switch modes to estimate clicks from impressions, or the impressions you need for a click goal. It is free, needs no sign up and works in your browser.
Your numbers
Result
CTR
1.2%
- Impressions per click
- 83.3
- Clicks per 1,000 impressions
- 12
Your ad got one click for about every 83 times it was shown.
How to use it
- 1
Choose what to work out
Pick CTR, the clicks you can expect, or the impressions a click goal needs.
- 2
Enter clicks and impressions
Use numbers from the same ad and dates. On Meta, link clicks give the CTR that matters for traffic.
- 3
Compare the result
Line it up against your other ads and your past campaigns, not a number from someone else.
How to calculate CTR
Click through rate is clicks divided by impressions, times 100.
An Instagram ad with 1,200 link clicks from 1,00,000 impressions has a CTR of 1,200 divided by 1,00,000, times 100, which is 1.2%: one click for about every 83 times the ad was shown. In a US campaign, 450 clicks from 30,000 impressions is a 1.5% CTR.
To plan, clicks are impressions times CTR divided by 100, and the impressions you need are clicks divided by CTR, times 100. If ₹150 buys 1,000 impressions, a 1.2% CTR gives 12 clicks for that ₹150.
How to judge your CTR
CTR is most useful for comparing ads with each other. Run two or three creatives to the same audience and the one with the higher CTR usually has the better hook, as long as its clicks also turn into sales.
Across campaigns, compare like with like. CTR on Reels, the feed, Google Search and display ads is not comparable, and people who already know your brand tend to click more than new audiences.
A high CTR with few sales points to a gap between the ad and the page, such as a different price, product or offer.
What moves CTR
CTR is mostly about the ad itself and who sees it:
- The first second: the hook in a video or the main image decides whether people stop at all.
- A clear offer: the price, a discount or a reason to tap now.
- Relevance: the right product for the audience, and creative that looks at home in the placement.
- Freshness: as frequency rises, the same people see the ad again and CTR usually falls.
CTR, CPC and CPM
CTR links what you pay for views with what you pay for clicks: CPC equals CPM divided by 10, then divided by CTR in percent. At a ₹150 CPM, a 1% CTR means a ₹15 CPC, and a 1.5% CTR means a ₹10 CPC.
That is why a better CTR on Meta often lowers your cost per click and, if the page converts as well, your cost per purchase.
Questions people ask
What is CTR?
CTR, or click through rate, is the percentage of ad impressions that led to a click. 50 clicks from 5,000 impressions is a 1% CTR.
How do you calculate click through rate?
Divide clicks by impressions and multiply by 100. 1,200 clicks from 1,00,000 impressions gives a CTR of 1.2%.
What is a good CTR for Facebook or Instagram ads?
There is no single answer, because CTR changes with placement, audience, offer and objective. Compare a new ad with your own ads aimed at the same audience, and check that the clicks also become sales at a cost below your break even CPA.
Should I use link CTR or CTR (all)?
Use link CTR when you care about visits to your site. CTR (all) counts every click, including likes, comments and profile taps, so it is always the same or higher.
Why is my CTR high but sales low?
People liked the ad but the page did not match it, or the clicks were curious rather than ready to buy. Check that the price, product and offer on the page match the ad, that the page loads fast, and that tracking records purchases.
Does a higher CTR lower my costs?
Often, yes. On Meta, a higher CTR at the same CPM means a lower cost per click, and platforms tend to favour ads people respond to. It only lowers your cost per purchase if those clicks also convert.