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CTR Calculator

Calculate your Click Through Rate (CTR) and compare it to industry benchmarks for Google Ads, Facebook, LinkedIn, and email marketing.

Total clicks on your ad, email link, or CTA

Total number of times your ad or content was shown

Enter your clicks and impressions, then click Calculate to see your CTR.

How Click Through Rate Works

What is Click Through Rate?

Click Through Rate (CTR) is the percentage of people who click on a link, ad, or call-to-action after seeing it. It's one of the most fundamental metrics in digital marketing, used to measure the effectiveness of ads, emails, search results, and any online content with a clickable element.

CTR answers a simple question: out of everyone who saw your content, how many were interested enough to click?

How to Calculate CTR

The CTR formula is straightforward:

  • CTR = (Number of Clicks ÷ Number of Impressions) × 100

For example, if your ad was shown 10,000 times and received 350 clicks, your CTR is 3.5%.

CTR Benchmarks by Industry

Average CTRs vary significantly across channels and industries:

  • Google Search Ads: 3.17% average, with top performers reaching 5-7%
  • Google Display Ads: 0.46% average, considered good above 0.8%
  • Facebook Ads: 0.90% average across all industries
  • Email Marketing: 2.50% average, with top campaigns hitting 4-5%
  • LinkedIn Ads: 0.65% average, with sponsored content performing best

How to Improve Your CTR

  • Write compelling headlines and ad copy that speak directly to your audience's pain points
  • Use strong calls-to-action with action verbs like "Get," "Try," "Start," or "Discover"
  • Test different ad creatives and formats through A/B testing to find what resonates
  • Refine your targeting to reach people most likely to be interested in your offer
  • Optimize for mobile since the majority of impressions now come from mobile devices

Frequently asked questions

A good CTR depends on the channel. For Google Search Ads, 3-5% is considered good, while Display Ads average around 0.5%. For email marketing, 2-3% is solid. Facebook Ads average about 0.9%, so anything above 1.5% is strong. In general, a CTR above your channel's benchmark is a positive sign that your content resonates with your audience.

Email CTR is calculated the same way: divide the number of clicks on links within your email by the number of delivered emails, then multiply by 100. For example, if you send 5,000 emails and receive 125 link clicks, your email CTR is 2.5%. Note that email CTR is different from email open rate, which measures how many recipients opened the email.

CTR is important because it measures how effectively your ads, emails, or content compel people to take action. A high CTR indicates your messaging and targeting are relevant to your audience. In paid advertising, CTR also directly affects your Quality Score (in Google Ads) or Relevance Score (in Facebook Ads), which can lower your cost per click and improve your ad placement.

The average CTR for Google Ads varies by network: Search Ads average about 3.17%, while Display Ads average around 0.46%. These averages also vary by industry — for example, dating and personal services see Search CTRs above 6%, while B2B and technology sectors average around 2.4%. Shopping campaigns typically fall between 0.8-1.2%.

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