CTR calculator

Use this CTR calculator to turn clicks and impressions into a click-through rate. Add a target rate to see how many clicks the same impressions need.

Free, no sign-up. Runs in your browser, with no AI calls.

Your result

Click-through rate
3.50%

CTR = clicks / impressions × 100

Clicks needed for the target CTR
500

Clicks needed = impressions × target CTR / 100, rounded up

Extra clicks needed
150

Extra clicks = clicks needed - current clicks

What this means

Out of every 100 times the ad was shown, it was clicked 3.50 times.

Next step

To close the gap of 150 clicks, test a headline that repeats the words people search for, and pause keywords or audiences with many impressions and few clicks. Check the conversion rate

LocaliQ 2026 search advertising benchmarks (updated June 1, 2026) report an average search ad CTR of 6.64% across industries. If this is a search ad, your CTR is below that average. LocaliQ search advertising benchmarks

Worked example. Change the inputs to use your own data. Currency follows the page language; no exchange-rate conversion is applied.

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Click-through rate is clicks divided by impressions, times 100. An ad shown 10,000 times that gets 350 clicks has a CTR of 3.5%. Reaching a 5% target from the same 10,000 impressions takes 500 clicks, so 150 more. Compare the rate with ads of the same type, since search, social and email ads differ.

How to use this tool

Calculate the rate
CTR = clicks / impressions × 100, the definition Google Ads Help gives for clickthrough rate. Take both figures from the same ad, campaign and date range. Clicks above impressions mean the two numbers come from different reports.
Work back from a target
Clicks needed = impressions × target CTR / 100, rounded up to a whole click. The difference from your current clicks is the gap to close with the same impressions.
Compare like with like
The page quotes one benchmark: LocaliQ search advertising benchmarks, updated June 1, 2026, report an average search ad CTR of 6.64% across industries, from LocaliQ customer campaigns on Google Ads and Microsoft Ads. Display, social and email ads have their own averages, so the figure does not apply to them.

Google Ads Help: clickthrough rate (CTR)

Questions before you start

It depends on the channel, the industry and where the ad appears. For search ads, LocaliQ 2026 benchmarks put the average across industries at 6.64%. Compare the same campaign month by month as well, since your own trend reflects your market and offer.

No. A headline that promises more than the page delivers can raise CTR and bring visitors who leave at once. Check the conversion rate and the cost per acquisition of the same clicks before you keep an ad.

Every click needs an impression first. When clicks exceed impressions, the figures usually come from different date ranges, filters or tools, so the calculator asks you to check them.

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  • Google Ads preview tool

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