CTR Calculator: Find CTR, Clicks and Impressions Needed

Calculate your CTR

Find CTRClicks I can expectImpressions needed

Free. Runs in your browser: nothing is saved or sent.

Your numbers

Clicks (required)

Clicks on the ad in the period.

Impressions (required)

How many times the ad was shown.

CPMOptional

$

Cost per 1,000 impressions. Adds cost per click and what a CTR change is worth.

Your math

• CTR1,800 ÷ 120,000 × 100 = 1.5%
• Cost per click$10.00 ÷ (1,000 × 0.015) = $0.67

Per 1,000 impressions

Impressions 1,000

$0.01 each

Clicks 15

$0.67 each

1. Impressions: 1,000, $0.01 each
2. Clicks: 15, $0.67 each

Amounts are in US dollars. The ratios work in any currency.

Your result

Example numbers. Replace them with yours.

CTR

1.5%

Clicks divided by impressions

Cost per click

$0.67

At your CPM and CTR

Impressions per click

66.7

How many views one click takes

Clicks

1,800

Impressions

120,000

CPM

$10.00

Cost per click

$0.67

Ad spend at this CPM

$1,200

Per 1,000 impressions

Impressions 1,000

$0.01 each

Clicks 15

$0.67 each

1. Impressions: 1,000, $0.01 each
2. Clicks: 15, $0.67 each

Open the CPM calculator

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The link holds your numbers, so share it only with people you want to see them.

Cost per click at other CTRs

Hover, touch or use the arrow keys to read exact values.

Jump toYou 1.5%

With the CPM held at $10.00, your 1.5% CTR costs $0.67 a click. Double the CTR and the cost per click halves.

What if...

Tap a scenario to try it on your numbers and watch the verdict change.

• CTR 20% higher1.8% CTRCost per click$0.56Impressions per click55.6+20% CTR vs nowTry it
• CTR 20% lower1.2% CTRCost per click$0.83Impressions per click83.3-20% CTR vs nowTry it
• CTR doubles3% CTRCost per click$0.33Impressions per click33.3+100% CTR vs nowTry it
• CPM 20% higher1.5% CTRCost per click$0.80Impressions per click66.7Same as nowTry it

What a CTR change is worth

CPM held at $10.00.

CTR	Cost per click	Change
0.75%	$1.33	+100% cost per click
1.125%	$0.89	+33% cost per click
1.5%	$0.67	Your CTR
1.875%	$0.53	-20% cost per click
2.25%	$0.44	-33% cost per click
3%	$0.33	-50% cost per click

CPM, CTR and CPC triangle

Enter any two and get the third. They always move together.

Find CPCFind CTRFind CPM

CPM (required)

$

Cost per 1,000 impressions.

CTR (required)

%

Share of impressions that become clicks.

CPM

$10.00

CTR

2%

CPC

$0.50

$10.00 ÷ (1,000 × 0.02) = $0.50

Open the CPM calculator

The numbers you see first are an example. Replace them with yours. Use clicks and impressions from the same dates. Amounts are in dollars, but the ratios work in any currency. Copy the result as a note for a client, copy a link that restores your numbers, or print it. The link holds your numbers, so share it only with people you want to see them.

This is a free tool with no account, and it runs in your browser. Nothing you type is saved or sent.

How to read your result

CTR, or click-through rate, is the share of impressions that turn into clicks. Pick the question you have and the calculator answers it:

• Find CTR. You know your clicks and impressions. The result is clicks divided by impressions, as a percent.
• Clicks I can expect. You know your impressions and a CTR. The result is the clicks that follow.
• Impressions needed. You know the clicks you want and a CTR. The result is how many impressions it takes.

A higher CTR means more of the people who saw the ad acted on it. It does not mean more sales: a click is not a lead and a lead is not a customer. Add your CPM and the calculator shows what each click costs and what a change in CTR is worth.

The CTR formula in plain words

Rates are decimals, so 1.5% is 0.015.

• CTR = clicks ÷ impressions × 100. 1,800 ÷ 120,000 × 100 = 1.5%.
• Clicks = impressions × CTR. 500,000 × 0.012 = 6,000.
• Impressions needed = clicks ÷ CTR. 3,000 ÷ 0.025 = 120,000.
• Cost per click = CPM ÷ (1,000 × CTR). $10 ÷ (1,000 × 0.01) = $1.00.

Whole impressions only: the calculator rounds up the impressions you need. Last verified: November 13, 2026.

Worked examples

Every figure below is an example with made-up numbers, not a result.

Example: find the CTR of an ad

An ad is shown 120,000 times and gets 1,800 clicks, at a $10 CPM.

Load this example

Example: plan the clicks you need

At a 1.2% CTR, 500,000 impressions bring about 6,000 clicks. Going the other way, 3,000 clicks at a 2.5% CTR need 120,000 impressions.

Load the impressions example

What a CTR change is worth

Hold the CPM fixed and the cost per click depends only on the CTR. Double the CTR and the cost per click halves. At a $10 CPM, a 1% CTR costs $1.00 a click and a 2% CTR costs $0.50. A 1% CTR that slips to 0.5% doubles the cost per click to $2.00.

That is why a small change in CTR can matter more than it looks. Add a CPM to the calculator and the table under it shows the cost per click at a range of CTRs around yours, next to the change from where you are now.

CTR, CPM and CPC always move together: CPC = CPM ÷ (1,000 × CTR). Enter any two in the triangle under the calculator and it gives you the third, or use the CPM calculator to see what a budget buys.

Is my CTR good? Read it against your own economics

There is no single good CTR, and this page prints no averages. What matters is what a click costs you and what a click turns into.

Follow the chain. CTR and CPM give cost per click. Add the share of clicks that become leads and you get cost per lead. Compare that with what a lead is worth, using the cost per lead calculator.

Example: at a $10 CPM, a 1% CTR costs $1.00 a click. If 5% of clicks become leads, a lead costs $20.00. At a 2% CTR the click costs $0.50 and the lead $10.00. Same CPM, same lead rate, half the cost per lead. For revenue instead of leads, use the ROAS calculator.

What CTR leaves out

• What happens after the click. A high CTR with a weak landing page still loses money. CTR stops at the click.
• Click quality. Some clicks come from people who were never going to buy. A lower CTR from the right people can beat a higher one from the wrong people.
• Small numbers. A CTR from a few dozen clicks swings a lot. Give an ad enough impressions before you compare it with another.
• Different ads, different jobs. Compare like with like: the same audience, the same dates and the same kind of ad.
• How impressions are counted. Impressions can be counted differently from one place to the next, so use clicks and impressions from the same source.

Keep CPM, CTR and cost per lead in one weekly report

Marketing Monster brings Meta Ads, Google Ads, GA4 and Search Console into one dashboard and a weekly report, so the numbers you check here sit next to each client's results. It is read-only: it reads your accounts and never changes them, and it does not create, edit or pause ads. See Marketing Monster for agencies for how it fits an agency.

CTR calculator questions