Free calculator
CTR Calculator: Click-Through Rate and Expected Clicks
Enter clicks and impressions. You get your click-through rate, the clicks you earn per thousand impressions and the impressions it takes to earn one click. A second form takes impressions and a CTR and returns the clicks to expect. Nothing you type leaves your browser.
Calculator
Calculate Your Click-Through Rate
The form holds a worked example: 1,250 clicks from 48,000 impressions. Replace it with your numbers; the results update as you type.
Want us to check the account behind this number?
The math
The CTR Formula and What the Rate Measures
Click-through rate is clicks divided by impressions, shown as a percentage. Google Ads Help gives the CTR formula as clicks ÷ impressions = CTR and the example of 5 clicks from 100 impressions, a 5% CTR. 1,250 clicks from 48,000 impressions is 2.60%.
The rate measures how often the people who saw an ad chose it. Every ad, keyword and listing has its own CTR, so the number is a comparison tool inside the account: this ad against that ad, this month against last.
Google adds a line worth taking literally: a good CTR is relative to what you are advertising and on which networks. A Search ad answers a typed query; a Display or YouTube ad interrupts something else. The two rates are measured the same way and mean different things, so no single benchmark covers both, and this page gives none.
Expected clicks run the formula forward. 100,000 impressions at 2.60% give 2,600 clicks, and each tenth of a point is 100 clicks on that volume. The CPC calculator prices those clicks and the conversion rate calculator turns them into sales or leads.
clicks ÷ impressions × 1001,250 ÷ 48,000 × 100 = 2.60%CTR × 102.60 × 10 = 26.0impressions ÷ clicks48,000 ÷ 1,250 = 38.4impressions × CTR100,000 × 2.60% = 2,600impressions ÷ 100100,000 ÷ 100 = 1,000Expected clicks
Expected Clicks From Impressions and CTR
Enter the impressions a campaign gets or a plan assumes, and a click-through rate. The worked example is 100,000 impressions at 2.60%.
By CTR
Clicks From 50,000 Impressions by CTR
Same 50,000 impressions. Only the click-through rate moves.
| CTR | Clicks | Impressions per click | Clicks per 1,000 impressions |
|---|---|---|---|
| 1% | 500 | 100.0 | 10.0 |
| 2% | 1,000 | 50.0 | 20.0 |
| 3% | 1,500 | 33.3 | 30.0 |
| 5% | 2,500 | 20.0 | 50.0 |
| 8% | 4,000 | 12.5 | 80.0 |
Why Search CTR and Display CTR are not comparable. A Search impression happens because someone typed a query the keyword matched, so the ad competes for a click from a person already looking. A Display, YouTube or Demand Gen impression is placed beside content the person came for, and most of that audience has no reason to click at that moment. The formula is identical; the denominators are not: one counts people searching, the other people reading or watching. Compare each with its own history and judge both by the cost per conversion they lead to.
Quality Score
CTR's Role in Quality Score
What Google Ads Help states about expected CTR, and what the score does not do.
Expected CTR is one of three components
Google Ads Help calculates Quality Score from the combined performance of expected click-through rate, ad relevance and landing page experience, each rated Above average, Average or Below average against other advertisers whose ads showed for the exact same search over the last 90 days. Expected CTR is the likelihood that your ad will be clicked when shown, adjusted to remove the effect of ad position, assets and other prominence factors. It is a prediction, so it differs from the CTR column. Our Quality Score guide covers the fixes component by component.
A diagnostic, not an auction input
The same page states that Quality Score is not an input in the ad auction and should not be optimized or aggregated with the rest of your data; the CTR definition page describes expected CTR as a component of Ad Rank. Read the 1 to 10 score as a report card: a Below average expected CTR says the ad text is not earning clicks on that exact search.
Match types do not change it
Google states that Quality Score is based on historical impressions for exact searches of your keyword, so changing match types does not move it. Match types still move the CTR column: a broad match keyword pulls in queries the ad was not written for, and those impressions earn fewer clicks. Our guides on match types and negative keywords show how to keep impressions on the queries the ad answers.
Raise the rate
How to Raise CTR Without Buying Worse Clicks
Four problems that pull a click-through rate down, and the fix for each.
Impressions on queries the ad does not answer
Broad match shows the ad for searches the copy never mentions. Those impressions earn few clicks, and the rate falls while the spend holds.
Match types and negatives
Move the converting queries to phrase and exact match, and add the search terms that never convert to a negative keyword list. Fewer wasted impressions lift the CTR at the same bid.
Headlines that repeat the brand, not the query
An ad that reads the same on every search gives the person no reason to pick it over the ad beside it.
Ad relevance
Put the keyword's words in a headline, the offer in another and the proof in a third, with one ad group per theme so every ad can do it.
A plain ad next to richer ones
Two headlines and a description take less space than an ad with sitelinks, callouts and images, and the smaller ad loses clicks to the larger one.
Assets
Add sitelinks, callouts, structured snippets and, where the campaign allows, images and prices. Each asset adds a line or a picture the ad can be chosen for.
CTR chased for its own sake
A headline that promises a discount the page does not honor earns the click and loses the sale; the CTR rises and the cost per conversion rises with it.
Judge CTR with conversion rate
Read the two columns together. A change that lifts CTR and holds conversion rate is a win; one that drops conversion rate bought worse clicks. Our Google Ads management page describes how we test ads against both.
How do I calculate CTR?
Divide clicks by impressions and multiply by 100. Google Ads Help gives the formula as clicks ÷ impressions = CTR, with 5 clicks from 100 impressions as a 5% CTR. 1,250 clicks from 48,000 impressions is 2.60%.
What is a good CTR?
Google Ads Help states that a good CTR is relative to what you are advertising and on which networks, so no single number fits every account and this page publishes no benchmark. Compare an ad with the other ads in its ad group and with its own history, and read the expected CTR status on the keyword, which compares you with other advertisers on the same exact search.
How does CTR affect Quality Score?
Expected CTR is one of the three Quality Score components, with ad relevance and landing page experience. Google rates it Above average, Average or Below average against other advertisers whose ads showed for the exact same search over the last 90 days. It is a prediction adjusted for ad position and assets, not the CTR column itself, and Google describes Quality Score as a diagnostic tool rather than an input in the ad auction.
Why is Display CTR lower than Search CTR?
A Search impression follows a typed query, so the person is already looking for what the ad offers. A Display, YouTube or Demand Gen impression sits beside content the person came for, and most of them have no reason to click at that moment. The formula is the same; the audience behind the impressions is not.
How many clicks will 100,000 impressions bring?
Multiply the impressions by the CTR. At 2.60% that is 2,600 clicks, and each tenth of a point of CTR adds or removes 100 clicks on that volume. The second calculator on this page runs it for any impressions and rate.
Does the calculator store my numbers?
No. The math runs in your browser, and nothing you type is sent to us or saved anywhere.
Can you check why our CTR dropped?
Yes. A free Google Ads audit looks at the account behind the number. We tell you whether we found what is pulling the CTR down and name one or two issues; the full list and the fixes are part of management.
Free audit
Want Us to Check the Account Behind This Number?
Send us the account and the CTR you entered. We tell you whether we found what is pulling the rate down, or buying clicks that do not convert, and name one or two issues before any work starts.
- Google Partner agency
- Shopify Partner
- No obligation
Sources
Sources and Related Pages
- Google Ads Help, Clickthrough rate (CTR): Definition: support.google.com/google-ads/answer/2615875. CTR is clicks ÷ impressions (5 clicks from 100 impressions = 5%); CTR contributes to the keyword's expected CTR, a component of Ad Rank; a good CTR is relative to what you are advertising and on which networks. Read October 25, 2026.
- Google Ads Help, About Quality Score for Search campaigns: support.google.com/google-ads/answer/6167118. Three components (expected CTR, ad relevance, landing page experience) rated Above average, Average or Below average against advertisers on the exact same search over the last 90 days; Quality Score is a diagnostic tool and not an input in the ad auction; match types do not change it. Read October 25, 2026.
- Google Ads Help, Expected clickthrough rate: Definition: support.google.com/google-ads/answer/1659696. A keyword status measuring how likely the ad is to be clicked when shown, irrespective of position, assets and other formats; a prediction that differs from the CTR column. Read October 25, 2026.
- Logical Gecko, Google Ads Quality Score Explained: Components and Fixes.
- Logical Gecko, Google Ads Match Types: Broad vs Phrase vs Exact.
- Logical Gecko, Negative Keywords in Google Ads: A Practical 2026 Guide.