How To
How to calculate CTR
Click-Through Rate (CTR) measures the proportion of impressions that result in a click. It is the primary engagement metric for most display and search campaigns.
The formula
CTR
CTR = (Clicks ÷ Impressions) × 100
The result is expressed as a percentage. A CTR of 0.1% means 1 in every 1,000 impressions was clicked.
Example
| Variable | Value |
|---|---|
| Impressions | 10,000 |
| Clicks | 2 |
| Calculation | (2 ÷ 10,000) × 100 |
| CTR | 0.02% |
10,000 impressions · 2 clicks → 1 click per 5,000 impressions
All 10,000 impressions, one dot each, drawn to scale. At 0.02% CTR just two of them are clicks.
Typical CTR benchmarks by format
Display CTRs have declined steadily over the years. These are indicative ranges — performance varies significantly by audience targeting, creative quality, and placement.
| Format | Typical CTR |
|---|---|
| Display banner | 0.05% – 0.20% |
| Rich media / interactive | 0.20% – 0.60% |
| Social (paid social feed) | 0.50% – 1.50% |
| Search (Google Ads) | 2% – 10%+ |
| Email (click-to-open rate) | 10% – 20% |
Each bar is the top of its format’s typical range, on one linear scale. Search dwarfs everything on a shared scale. This example’s 0.02% also sits below display’s usual 0.05–0.20% band — low even for a banner.
CTR vs engagement rate
CTR only counts clicks. For rich media or video ads, engagement rate may be more meaningful — it captures hovers, expansions, video completes, and other interactions beyond a click. Use CTR when optimising for traffic; use engagement rate when the goal is brand interaction or awareness.
Try the CTR calculator
Calculate CTR, or find impressions or clicks from any two known values.