CTR Calculator
Work out click-through rate from clicks and impressions, or the clicks or impressions you need for a target CTR. An email mode shows the click rate and the click-to-open rate side by side.
Your numbers
Times the ad, email link or search result was shown.
Click-through rate
- One click for every
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Arithmetic on the numbers you typed. Each platform counts impressions and clicks its own way.
The calculation runs in your browser and ParrotNotes does not store your numbers. They sit in the page address so you can bookmark or share the result.
How to calculate click-through rate
CTR = clicks ÷ impressions × 100. An ad shown 6,000 times that got 150 clicks has a click-through rate of 150 ÷ 6,000 × 100 = 2.50%: one click for every 40 impressions. Google Ads and Search Console both define it this way.
Use clicks and impressions from the same report and the same dates. A CTR above 100% means the two numbers came from different places, or one counts people and the other counts showings.
Clicks or impressions for a target CTR
Turn the formula around to plan. 20,000 impressions at a 3% CTR bring 0.03 × 20,000 = 600 clicks. The other way, 500 clicks at a 2% CTR need 500 ÷ 0.02 = 25,000 impressions. Both round up to whole clicks and impressions.
Plan with the CTR your own campaigns already get. If a plan only works at a CTR you have never reached, the gap is the work: a sharper offer, a better audience or a different placement.
Email: click rate vs click-to-open rate
Email tools report two click numbers. Click rate divides the clicks by the emails delivered (sent minus bounces). Click-to-open rate divides the clicks by the emails opened. With 2,000 delivered, 800 unique opens and 60 unique clicks, the click rate is 60 ÷ 2,000 = 3.00% and the click-to-open rate 60 ÷ 800 = 7.50%.
Click rate tells you how the whole send did, subject line included. Click-to-open rate tells you whether the email itself made the people who read it act. For a sales email to a short list, both are small numbers of people, so read them as counts as well as percentages.
CTR in search results
For your own site, Search Console shows clicks, impressions and CTR in its performance report, and on the Queries tab you can see the CTR for each search query. A query with many impressions and a low CTR is a page whose title or description is not answering what people searched for.
CTR stops at the click. What a click costs is on the CPM Calculator (CPC), how many clicks become customers on the Conversion Rate Calculator, and what the ad spend brings back on the ROAS Calculator.
Writing the email that gets the click? See follow-up emails after no response, the follow-up email after a sales call, sales KPIs.
A click starts the conversation
The click is where interest shows; the reply call or demo is where it turns into a deal. Record that call on your phone with ParrotNotes and you get the transcript and summary, so nothing the buyer said gets lost.
Get ParrotNotes freeRelated tools
- CPM CalculatorWork out CPM, total ad cost or impressions from the other two, plus CPC and CPA when you add clicks and conversions.Open the tool
- ROAS CalculatorWork out return on ad spend from revenue and ad cost, plus the break-even ROAS for your margin.Open the tool
- Conversion Rate CalculatorWork out the conversion rate at each stage of a funnel, from leads to meetings to deals, and how many leads you need for a target.Open the tool
- Cold Email TemplatePick a cold email template for prospecting, fill in your prospect and offer, and copy a short, personal first email with subject lines and follow-ups.Open the tool