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CTR Calculator

Clicks and impressions in, click-through rate out, plus CPC, CPM, conversion rate and an A/B significance check

Updated 2026-10-02

$
%
Click-through rate
3.50%
One click per
28.6 impressions
Cost per click
$1.50
CPM (per 1,000 impressions)
$52.50
Conversion rate
7.14%
Cost per conversion
$21.00
Clicks for a 5% CTR
120 (36 more)

CTR = clicks ÷ impressions × 100. CPC = spend ÷ clicks. CPM = spend ÷ impressions × 1,000. Conversion rate = conversions ÷ clicks.

Your numbers stay on this device. The page link keeps your inputs, so a bookmark or shared link reopens these results.

A/B test: is ad B’s CTR really different?

A: 3.00% · B: 3.60% · B vs A: +20.0% · z = 0.75, p = 0.453. Not significant at 95%: keep the test running or treat the ads as equal.

Enter impressions and clicks from Google Ads, Meta, Search Console or an email report. The calculator gives the click-through rate, and if you add the spend and conversions, the cost per click, cost per thousand impressions, conversion rate and cost per conversion. A second panel compares two ads or subject lines and says whether the difference is likely real or just chance.

The CTR formula

Click-through rate is clicks divided by impressions, written as a percentage. Google's definition: "the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR", so 5 clicks from 100 impressions is 5% (Google Ads Help, checked 2026-10-02).

An ad shown 2,400 times that got 84 clicks has a CTR of 84 ÷ 2,400 = 3.5%, or one click for every 28.6 impressions. If it cost $126, that is $1.50 per click and $52.50 per thousand impressions. Six sales from those 84 clicks is a 7.1% conversion rate and $21 per sale.

The example campaign
MetricFormulaResult
CTR84 ÷ 2,4003.50%
Cost per click$126 ÷ 84$1.50
CPM$126 ÷ 2,400 × 1,000$52.50
Conversion rate6 ÷ 847.14%
Cost per conversion$126 ÷ 6$21.00
Clicks for a 5% CTR5% × 2,400120 (36 more)

Is ad B really better? The A/B check

Two ads with 3.0% and 3.6% CTR look different, but on 1,000 impressions each the gap is well within chance. The calculator runs a two-proportion z-test: it pools both ads' clicks, works out how big a gap random variation could produce, and reports a p-value. Below 0.05 the difference is called significant.

Example: 30 clicks from 1,000 impressions against 36 from 1,000 gives z = 0.75 and p = 0.45, not significant. 150 clicks from 5,000 against 200 from 5,000 (3.0% vs 4.0%) gives z = 2.72 and p = 0.007: ad B is very likely the better ad.

  • Decide the sample size before you look, and do not stop the test the first time it crosses 0.05.
  • CTR is a means to an end. An ad with a higher CTR but a lower conversion rate can cost you more per sale, so check cost per conversion too.
  • Search Console CTR depends heavily on position. Compare pages at similar average positions.

Keep the numbers in a spreadsheet

Ready-made Excel and Google Sheets templates that pick up where this calculator stops. One-off purchase, instant download.

  • Simple Profit & Loss (P&L) Statement Spreadsheet

    Log transactions; get a monthly and yearly P&L with margins.

    $9See template

Frequently asked questions

How do I calculate CTR?

Divide clicks by impressions and multiply by 100. 84 clicks from 2,400 impressions is a 3.5% CTR.

What is a good click-through rate?

It depends on the channel, the industry and, for search, the position, so the useful benchmark is your own past campaigns. Use the A/B panel to check whether a change is a real improvement.

What is the difference between CTR and conversion rate?

CTR is clicks ÷ impressions: how often people who see the ad click it. Conversion rate is conversions ÷ clicks: how often those clicks turn into a sale or lead.

How do I work out cost per click and CPM?

Cost per click is spend ÷ clicks; CPM is spend ÷ impressions × 1,000. $126 on 84 clicks and 2,400 impressions is $1.50 CPC and $52.50 CPM.

How many clicks do I need to hit a target CTR?

Multiply the target rate by impressions. A 5% CTR on 2,400 impressions needs 120 clicks, 36 more than the example's 84.

Does this work for email click-through rate?

Yes. Use delivered emails (or opens, if you want click-to-open rate) as impressions and unique clicks as clicks.

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