CTR Calculator
Clicks over impressions, solved in any direction with the formula shown, and impossible inputs blocked with an explanation instead of becoming a 200% rate that poisons every downstream number.
CTR solver enter any two, the third is solved
Full funnel
Unit economics: contribution and break-even bids
Scenario planner arithmetic from your assumptions, not a forecast
Show the math
A rate is only as clean as its counts
CTR problems are usually data problems: an impressions column from one date range divided by a clicks column from another, totals summed across networks that define clicks differently, or invalid traffic inflating the numerator. This calculator validates the relationship (clicks cannot exceed impressions for unique clicks), blocks dependent results when it fails, and keeps the definition beside the number. When your counts are clean, the same inputs flow into CPC, CPA and the margin-driven break-evens below without retyping.
CTR FAQ
How do I calculate click-through rate?
CTR = clicks / impressions x 100. 1,250 clicks from 50,000 impressions is a 2.5% CTR. The solver above also runs backwards: the clicks a CTR implies at a given impression volume, or the impressions needed for a click target at an assumed CTR. Each direction shows its rearranged formula.
What is a good CTR?
Relative to your channel, format, audience and query intent, and to your own history; not to a universal number. Search ads on brand terms see CTRs that display campaigns never will, and both can be healthy. That is why this page carries no benchmark chips: compare your campaigns against each other and let your unit economics, not someone’s average, define success.
Why does this calculator refuse a CTR above 100%?
Because clicks exceeding impressions means the data is broken, not that the ad is amazing: mismatched date ranges, clicks from one report against impressions from another, or bot traffic. Standard CTR counts unique ad clicks per impression. Instead of computing 200% and quietly feeding it into projections, the funnel blocks CTR and everything downstream of it with the reason displayed.
Does a higher CTR mean a better campaign?
Only up to the click. CTR measures ad appeal; profit lives further down the funnel in conversion rate, order value and margin. A clickbait creative can double CTR while attracting visitors who never buy, raising costs and lowering contribution. Judge creatives by CTR, campaigns by the contribution economics in the panel below.
More free tools: Ad Metrics Calculator · CPM Calculator · CPA Calculator · Marketing ROI