PALLAS / CALCULATOR
CTR Calculator
Calculate click-through rate from clicks and impressions. CTR tells you what share of measured impressions resulted in a click.
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INPUT
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Method & formula
CTR divides clicks by impressions and expresses the result as a percentage. It is useful for measuring response to exposure, but it says nothing on its own about conversion quality, profit or incremental impact.
- CTR % = clicks ÷ impressions × 100
Example
If an advert receives 250 clicks from 10,000 impressions, the CTR is 2.5%.
FAQ
What happens if impressions are zero?
There is no valid exposure denominator, so CTR cannot be calculated.
Is a higher CTR always better?
No. A higher CTR can mean stronger response, but the campaign still needs to be judged on what happens after the click: conversions, acquisition cost, revenue and profit.