Clicks on the ads (link clicks, if your platform separates them).
How many times the ads were shown.
CTR
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Enter clicks and impressions.
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The CTR formula
CTR = clicks ÷ impressions × 100
Example: 1,800 clicks from 120,000 impressions is 1,800 ÷ 120,000 × 100 = 1.5% CTR. At the same CTR, 300,000 impressions would bring 300,000 × 1.5 ÷ 100 = 4,500 clicks.
What is CTR?
CTR shows how many of the people who saw something clicked it. Ad platforms, Google Search Console and email tools all report it, and it is the quickest read on whether an ad or a title earns attention.
For emails, use the number delivered (or opened, for click-to-open rate) in place of impressions. For search results, Search Console divides clicks by impressions in the same way.
What is a good CTR?
It depends on the channel, the campaign objective and what you sell, so compare against your own history first. For scale, these are the typical figures from the largest recent studies of ad accounts and shops.
| Where | Typical | Source |
|---|---|---|
| Google search ads, US From 5.56% (auto repair) to 12.75% (arts and entertainment) | 6.64% | WordStream, 2026 Google Ads Benchmarks |
| Meta, traffic campaigns, US Apr 2025 to Jun 2026 | 1.93% | WordStream, 2026 Facebook Ads Benchmarks |
| Meta, lead campaigns, US Apr 2025 to Jun 2026 | 2.70% | WordStream, 2026 Facebook Ads Benchmarks |
| Meta, ecommerce brands Aug 2025 to Jul 2026 | 2.39% | Triple Whale, Facebook ad benchmarks (2026) |
| TikTok, ecommerce brands Aug 2025 to Jul 2026 | 0.61% | Triple Whale, TikTok benchmarks (2026) |
How to raise your CTR
- Say the benefit and the offer in the first words. People decide in a glance.
- Match the ad or title to what the person searched or cares about.
- Test one change at a time: headline, image or call to action.
- Refresh ads people have seen many times, and exclude audiences that never click.
What CTR doesn't tell you
- A high CTR with a low conversion rate often means the ad promises something the page doesn't deliver.
- CTRs differ a lot by platform, placement and position, so compare like with like.
OneLence helps marketing teams find growth opportunities, know what to do next, and grow more efficiently without simply spending more. It puts ads, search, AI assistants and affiliate partners side by side, with the visitors and sales each one brings, and says where to invest, hold or cut back. See how it works.
Frequently asked questions
How do you calculate CTR?
Divide clicks by impressions and multiply by 100. 1,800 clicks from 120,000 impressions is 1.5%.
How many impressions do I need for a number of clicks?
Divide the clicks you want by the CTR and multiply by 100. For 1,000 clicks at a 2% CTR you need 1,000 ÷ 2 × 100 = 50,000 impressions.
How is CTR different from conversion rate?
CTR is the share of people who click after seeing your ad. Conversion rate is the share of visitors who then buy, sign up or take the action you want.
Does CTR matter for Google rankings?
Google doesn't publish click-through rate as a ranking factor. A higher CTR from search brings more visitors from the same rankings, which is reason enough to improve titles and descriptions.
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