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Universal · Buy-Side calculator

CTR (Click-Through Rate)

CTR is the share of impressions that turned into a click.

Formula

CTR = (Clicks ÷ Impressions) × 100

Fill in any 2 fields. The one you edited longest ago is solved for you.

input
input
waiting
Percent. Waiting for the other fields.

Waiting for 2 values to solve CTR.

What is CTR?

CTR is the share of impressions that turned into a click. It is a quick signal of creative and targeting relevance, though a high CTR on its own says nothing about what happened after the click.

Worked example

If clicks is 1,800 and impressions is 240,000, then CTR = 0.75%.

CTR = (Clicks ÷ Impressions) × 100

Formula variable breakdown

clicksClicks
Enter clicks directly, or leave it blank and let the solver calculate it from the other 2 fields.
impressionsImpressions
Enter impressions directly, or leave it blank and let the solver calculate it from the other 2 fields.
ctrCTR(output)
Enter CTR directly, or leave it blank and let the solver calculate it from the other 2 fields.

Tactical application guide

CTR links clicks and impressions in a fixed ratio, so any two pin down the third. Planning backwards is where it earns its keep: enter the clicks you have and the CTR you are targeting, and the solver tells you the impressions you must secure. Or lock impressions and CTR from a benchmark to see the clicks that plan implies before you commit.

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