How do you calculate CTR?

Divide the clicks by the impressions and multiply by one hundred. 100 clicks from 10,000 impressions is 100 / 10,000 x 100, which is 1.00%, or one click in every 100 impressions. The page prints that substituted division under the figure, so the number can be checked rather than trusted, and it prints the plain fraction beside a rate that does not terminate: 1 click of 3 impressions is 33.33%, shown to two decimal places, with 1 / 3 written next to it.

How many clicks is a given rate worth, and how many impressions do I need?

Switch Solving to Clicks and the page multiplies instead of dividing: 2.5% over 50,000 impressions is 1,250 clicks. Switch it to Impressions and it works the other way: 100 clicks at a 1% rate needs 10,000 impressions. Where a rate does not land on a whole number of clicks, it says so in the working rather than rounding in silence, because a rounded count would be a different rate from the one you typed.

Why does it refuse clicks above impressions instead of showing the rate?

This calculator models clicks as a share of impressions and requires clicks no greater than impressions. Check that both counts cover the same period and unit. Some reports count multiple click events per impression and can exceed 100%; that report definition is outside this calculator. It does not silently cap the rate or change your counts.

What is the difference between percentage points and percent here?

Subtracting one rate from another gives percentage points. Campaign A at 1.00% against campaign B at 1.50% is a gap of 0.50 points, and at 12,000 impressions that gap is worth 60 clicks: the same 12,000 impressions at 1.00% would have produced 120 clicks, where B had 180. Dividing one rate by the other is a different quantity with a different meaning, and this page does not report it, because the two are constantly mistaken for each other.

This page does not say, and that is on purpose. A rate only means something next to the placement, the audience and the format it came from, so a single number published as a target would be wrong for most of the people reading it. What you get here is the arithmetic: the rate, the division that produced it, and the gap between two of your own campaigns in percentage points, which is a comparison that holds because both sides of it are yours.

Do my numbers leave the browser?

No. The division happens in the page itself, with no upload, no account and no sign-up. What you last typed is kept in this browser so the page opens where you left it, and you can clear this site's saved data in your browser settings to forget it. The site counts that this tool was opened and nothing else: not your clicks, not your impressions, and not any figure on the page.

Can I use email, Google Ads, AdSense, Facebook or YouTube counts?

Yes, for supplied counts matching the formula and the calculator's count limits. For email CTR, use unique recipients who clicked as Clicks and delivered emails as Impressions; 100 clickers from 10,000 delivered emails gives 1.00%. Click-to-open rate uses unique opens instead and is a different denominator. For ads, use matching click and impression counts from one report. The page does not connect to any platform or choose its reporting definition.

Does the comparison calculate average CTR, significance, CPM or CPC?

It compares two supplied rates in percentage points. It does not combine campaigns into a weighted average, test statistical significance, or calculate cost per thousand impressions or cost per click. Those need aggregate counts, a statistical model or spend inputs and corresponding outputs.

CTR Calculator

Choose CTR, Clicks or Impressions under Solving and enter the other two values. The result includes the substituted formula and any rounding. Use counts from the same period and definition, with clicks no greater than impressions in this calculator. Add a second campaign to compare its rate in percentage points. Supplied ad or email counts stay in your browser.

CTR1.00%100 clicks · 10,000 impressions · clicks / impressions x 100

CTR

1.00%

Clicks

Impressions

Solving

100 / 10,000 x 100 = 1.00%. That is one click in every 100 impressions.

Click-through rate (solved)100 / 10,000 x 100 = 1.00%
1.00%
Clicksas entered
100
Impressionsas entered
10,000

Compare a second campaign

Campaign A is the one above. Fill both boxes to see the gap in percentage points and what that gap is worth in clicks. Leave them empty and nothing is compared.

Campaign B clicks

Campaign B impressions

Points, not percent. Subtracting one rate from another gives percentage points: 1.50% against 1.00% is a gap of 0.50 points. Dividing one rate by the other gives a relative difference instead, and for the same pair of campaigns those two answers are different sizes, which is where most of the confusion around this number lives. This page subtracts, says points, and turns the gap back into clicks over the same impressions. It computes the stated formula and carries no benchmark, target or advice about what any rate is worth.

Common questions

How do you calculate CTR?: Divide the clicks by the impressions and multiply by one hundred. 100 clicks from 10,000 impressions is 100 / 10,000 x 100, which is 1.00%, or one click in every 100 impressions. The page prints that substituted division under the figure, so the number can be checked rather than trusted, and it prints the plain fraction beside a rate that does not terminate: 1 click of 3 impressions is 33.33%, shown to two decimal places, with 1 / 3 written next to it.
How many clicks is a given rate worth, and how many impressions do I need?: Switch Solving to Clicks and the page multiplies instead of dividing: 2.5% over 50,000 impressions is 1,250 clicks. Switch it to Impressions and it works the other way: 100 clicks at a 1% rate needs 10,000 impressions. Where a rate does not land on a whole number of clicks, it says so in the working rather than rounding in silence, because a rounded count would be a different rate from the one you typed.
Why does it refuse clicks above impressions instead of showing the rate?: This calculator models clicks as a share of impressions and requires clicks no greater than impressions. Check that both counts cover the same period and unit. Some reports count multiple click events per impression and can exceed 100%; that report definition is outside this calculator. It does not silently cap the rate or change your counts.
What is the difference between percentage points and percent here?: Subtracting one rate from another gives percentage points. Campaign A at 1.00% against campaign B at 1.50% is a gap of 0.50 points, and at 12,000 impressions that gap is worth 60 clicks: the same 12,000 impressions at 1.00% would have produced 120 clicks, where B had 180. Dividing one rate by the other is a different quantity with a different meaning, and this page does not report it, because the two are constantly mistaken for each other.
What is a good CTR?: This page does not say, and that is on purpose. A rate only means something next to the placement, the audience and the format it came from, so a single number published as a target would be wrong for most of the people reading it. What you get here is the arithmetic: the rate, the division that produced it, and the gap between two of your own campaigns in percentage points, which is a comparison that holds because both sides of it are yours.
Do my numbers leave the browser?: No. The division happens in the page itself, with no upload, no account and no sign-up. What you last typed is kept in this browser so the page opens where you left it, and you can clear this site's saved data in your browser settings to forget it. The site counts that this tool was opened and nothing else: not your clicks, not your impressions, and not any figure on the page.
Can I use email, Google Ads, AdSense, Facebook or YouTube counts?: Yes, for supplied counts matching the formula and the calculator's count limits. For email CTR, use unique recipients who clicked as Clicks and delivered emails as Impressions; 100 clickers from 10,000 delivered emails gives 1.00%. Click-to-open rate uses unique opens instead and is a different denominator. For ads, use matching click and impression counts from one report. The page does not connect to any platform or choose its reporting definition.
Does the comparison calculate average CTR, significance, CPM or CPC?: It compares two supplied rates in percentage points. It does not combine campaigns into a weighted average, test statistical significance, or calculate cost per thousand impressions or cost per click. Those need aggregate counts, a statistical model or spend inputs and corresponding outputs.

Exact arithmetic: click-through rate is clicks divided by impressions, times one hundred. Enter any two and the third is solved, and a comparison subtracts one rate from the other in percentage points rather than calling it a percentage change. It computes the stated formula and carries no benchmark, target or advice.