Free tool · click-through rate
Free CTR calculator
Click-through rate (CTR) is the share of people who saw an ad or search result and clicked it: clicks divided by impressions, multiplied by 100. This free CTR calculator works it out from your clicks and impressions, shows the working, and adds cost per click and CPM when you enter what you spent.
By the Dolphin Analytics team · Last updated · Formula as defined in Google Ads Help (CTR)
1,250 ÷ 50,000 × 100 = 2.50% - Cost per click (CPC)
- £0.48
- Cost per 1,000 impressions (CPM)
- £12.00
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What is click-through rate?
Click-through rate is the percentage of impressions that led to a click. Google Ads, Meta Ads, LinkedIn Ads and Google Search Console all report it, for paid ads and for organic results. A high CTR means the ad or listing matched what people wanted; a low one can point to the wrong audience, the wrong search terms or a weak headline.
How do you calculate CTR?
Divide clicks by impressions, then multiply by 100, as Google Ads Help defines it. Add spend and the same numbers give cost per click and CPM:
| To find | Formula | Worked example |
|---|---|---|
| CTR | clicks ÷ impressions × 100 | 1,250 ÷ 50,000 × 100 = 2.50% |
| CPC | spend ÷ clicks | £600 ÷ 1,250 = £0.48 |
| CPM | spend ÷ impressions × 1,000 | £600 ÷ 50,000 × 1,000 = £12.00 |
Why does my CTR differ between Google Ads and Search Console?
The two tools count different things. Google Ads counts clicks on your paid ads against ad impressions. Search Console counts clicks on your organic listings against the times they appeared in search results. Paid and organic results sit in different places on the page and attract different clicks, so compare each source with itself over time, not with the other.
Frequently asked questions
Is this CTR calculator free?
Yes. The Dolphin Analytics CTR calculator is free, needs no sign-up and runs in your browser, so the numbers you enter never leave your device.
What is a good CTR?
No single CTR is good for every campaign. CTR changes with the platform, ad format, position on the page and how closely the audience matches the offer, so the most useful comparison is against your own past campaigns on the same platform.
Is CTR the same as conversion rate?
No. CTR measures clicks per impression, before anyone reaches your site. Conversion rate measures conversions per visit or click, after people arrive. A campaign can have a high CTR and a low conversion rate when the ad promises something the page does not deliver.
How do I calculate CTR as a percentage?
Divide clicks by impressions and multiply by 100. 1,250 clicks from 50,000 impressions is 1,250 ÷ 50,000 × 100 = 2.5%.
Why don't Google Ads clicks match GA4 sessions?
Google Ads counts a click when someone clicks the ad, even if they leave before your page loads or block analytics cookies. GA4 only records a session once its tag runs on your page, so clicks are usually higher than sessions.
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