Enter impressions and clicks
Take both from the same ad, ad set or campaign, over the same dates.
Free tool
CTR calculator
This CTR calculator shows the percentage of people who clicked your ad after seeing it. Enter two numbers to start, then add your spend for cost per click or an industry average for comparison.
Your click-through rate
Enter your impressions and clicks to see your click-through rate.
Click-through rate
- People who clicked
- Cost per click
- CPM
This tool runs in your browser. Nothing you enter is sent or stored.
What is the CTR formula?
The CTR formula is clicks divided by impressions, multiplied by 100. An ad that was shown 48,000 times and clicked 960 times has a click-through rate of 2%.
The same formula applies to search ads, social ads, emails and organic search results. Only the source of the two numbers changes.
What is a good click-through rate?
A good click-through rate is one above the average for your platform and industry. Search ads earn far higher rates than social ads, because the person searching has already asked for what you sell.
| Industry | Google Ads search | Facebook lead ads |
|---|---|---|
| All industries | 6.64% | 2.53% |
| Home and home improvement | 6.47% | 1.78% |
| Attorneys and legal services | 5.87% | 1.61% |
| Real estate | 7.61% | 3.71% |
| Beauty and personal care | 6.75% | 2.26% |
The search figures come from WordStream's 2026 Google Ads benchmarks, drawn from more than 13,000 campaigns. The Facebook figures come from WordStream's 2024 Facebook ads benchmarks, drawn from 2,946 campaigns with a leads objective.
How does this work as a cost per click calculator?
The tool becomes a cost per click calculator when you enter your ad spend. Cost per click is spend divided by clicks, so 1,440 spent on 960 clicks is 1.50 per click.
Click-through rate and cost per click move in opposite directions. When more of the people who see your ad click it, the platform treats the ad as relevant and each click tends to cost less. The CPC calculator result above is the figure to watch after you change an ad.
What should happen after the click?
The click should lead to a page whose first question matches the promise of the ad. A click-through rate tells you the ad worked. Your landing page conversion rate tells you whether the click was worth buying.
An ad that offers a free roofing quote should open a form that asks about the roof. Growform builds that form as a sequence of short steps, and URL prefill can fill in a field such as the zip code from the link in your ad.
How to use the click-through rate calculator
Add your ad spend
Spend is optional. With it, the results include your cost per click and your CPM.
Pick a benchmark
Choose your platform and industry to see whether your ad is above or below the published average.
How Growform turns clicks into leads
A strong click-through rate fills your landing page with visitors. These are the features that keep them there.
- The form asks one thing at a time.
Each step fits on a phone screen, and many can be answered with a single tap.
- The form matches your brand and your ad.
Custom styling gives the form your fonts and colors, so the page feels like the continuation of the ad.
- You can see which ad produced each lead.
Hidden fields store utm_content and the click ID with the lead, ready for reporting by ad.
Frequently asked questions
Why is my click-through rate low?
A low rate usually means the ad is reaching the wrong audience or the offer is unclear. Test a narrower audience and a headline that states the offer in plain words.
Is a high click-through rate always good?
A high rate is good when the clicks become leads. An ad that attracts curiosity from people who will never buy raises your click-through rate and your cost per lead together.
How do I calculate CTR for an email?
Divide the number of people who clicked a link by the number of emails delivered, then multiply by 100. Enter delivered emails as impressions in the calculator.
How are CTR, CPC and CPM connected?
Cost per click equals CPM divided by 1,000 and then divided by your click-through rate as a decimal. A CPM of 30 and a rate of 2% give a cost per click of 1.50.
Why this tool is different
A click-through rate means little on its own, so this tool sets it next to the rates other advertisers achieve.
- The bars compare your rate with the search and social averages, and with your own industry when you pick one from the WordStream benchmarks.
- Ad spend is optional and adds cost per click and CPM, so one page covers the three figures an ad report shows.
- The message under the results tells you how many clicks the same impressions would have produced at the average rate.
Start your free trial
Create beautiful multi-step forms that convert, with a 14-day free trial. No credit card required.