Calculate your click-through rate (CTR) from impressions and clicks, and see cost per click and CPM if you add what you spent.
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The CTR formula
CTR = clicks ÷ impressions × 100. If an ad is shown 48,000 times and clicked 960 times, the CTR is 960 ÷ 48,000 × 100 = 2%.
| Metric | Formula |
|---|---|
| CTR | Clicks ÷ impressions × 100 |
| CPC (cost per click) | Spend ÷ clicks |
| CPM (cost per 1,000 impressions) | Spend ÷ impressions × 1,000 |
What is a good CTR?
It depends heavily on the channel, the position and the industry. Search ads usually earn far higher CTRs than display or social ads because people are actively searching. A top-three organic search result often gets a much higher share of clicks than results lower down. Compare your CTR with your own past campaigns and similar placements rather than a single “industry average”.
How to improve CTR
- Match the headline closely to what the searcher or viewer wants.
- Include a clear benefit and a call to action.
- Test different images, headlines and offers.
- Use ad extensions or rich results to take up more space.
- Target more tightly so the ad reaches people who care.
Frequently asked questions
How do you calculate CTR?
Divide clicks by impressions and multiply by 100.
Is a higher CTR always better?
Not always. A high CTR with few conversions can waste money, so look at conversion rate and cost per acquisition too.
What is the difference between CTR and conversion rate?
CTR measures clicks from impressions; conversion rate measures sales or sign-ups from clicks.
Does CTR affect Google Ads costs?
Expected CTR is part of Google Ads Quality Score, which affects ad rank and cost per click.
Sources
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