CTR calculator
Click-through rate is clicks divided by impressions. Work out a CTR, what a target CTR implies, or how a change in clicks between two periods splits into impressions and CTR. The calculation runs in your browser; nothing you enter is stored or sent.
CTR from clicks and impressions
Enter clicks and impressions.
Clicks and impressions at a target CTR
In percent: 3 means 3%.
Enter a target CTR, then impressions or the clicks you want.
Compare two periods
Enter clicks and impressions for both periods.
What this CTR calculator does
- CTR from clicks and impressions. The click-through rate of a page, a query, a campaign or a whole site.
- Clicks and impressions at a target CTR. How many clicks a number of impressions gives at a CTR you choose, and how many impressions a click target needs.
- Two periods compared. The change in clicks, impressions and CTR, how much of the click change comes from impressions and how much from CTR, and the clicks the later period would have had at the earlier CTR.
Clicks and impressions from Google Search Console work as they are. Ads and e-mail reports work when each impression can bring at most one click, such as unique clicks; total clicks can be higher than impressions there, and the calculator refuses that. The explanations below use Search Console terms, because that is where most organic CTR questions start.
How to calculate CTR
CTR is the share of impressions that turned into clicks:
CTR = clicks ÷ impressions
1,000 clicks from 20,000 impressions is a CTR of 5.00%. With no impressions there is no CTR: the calculator shows N/A, not 0%. Counts must be whole numbers, and clicks cannot be higher than impressions. Search Console shows CTR rounded; the calculator works from the counts, so its result can differ from the rounded figure in the last digit.
Clicks and impressions at a target CTR
Two questions come up when planning content or a campaign, and both use the same formula turned around:
Clicks at a CTR = impressions × CTR Impressions needed = clicks you want ÷ CTR
40,000 impressions at a 3% CTR give about 1,200 clicks. 2,000 clicks at a 4% CTR need about 50,000 impressions. Both results are labelled Modelled: they hold only if the CTR does. In search, CTR depends on position, the query, the brand and what else is on the results page, so a target CTR is an assumption you choose, not a forecast.
How a click change splits between two periods
A click change has two arithmetic parts: more or fewer impressions, and a higher or lower CTR on the impressions you had. The calculator uses the earlier period's CTR as the baseline:
From impressions = (later impressions − earlier impressions) × earlier CTR From CTR = later impressions × (later CTR − earlier CTR) Click change = from impressions + from CTR
For example, 5,400 clicks from 120,000 impressions followed by 4,100 clicks from 124,000 impressions:
| Value | Result | Kind of number |
|---|---|---|
| Earlier CTR | 4.50% | Observed |
| Later CTR | 3.31% | Observed |
| Click change | −1,300 | Observed |
| From the change in impressions | +180 | Calculated |
| From the change in CTR | −1,480 | Calculated |
| Clicks if the earlier CTR had held | ~5,580 | Modelled |
The split is arithmetic, not a diagnosis. It depends on which period is the baseline, and it says nothing about why impressions or CTR moved. Clicks can fall while CTR rises, when impressions fall faster; that is an impression decline, not a CTR problem.
Why CTR can fall while clicks grow
CTR is an average over everything that earned an impression. When a site starts appearing for more queries, often on lower positions or for broad questions, it collects many impressions with few clicks. Clicks can rise while the average CTR falls, although no existing result got worse. The opposite also happens: losing low-value impressions can lift CTR while clicks drop.
That is why the comparison reads impressions first. If most of the click change sits in the impressions part, look at visibility and demand before CTR. If it sits in the CTR part, compare like with like: the same pages or queries, periods of the same length, and the same device and country.
Observed, calculated and modelled
Every result carries a label that says what kind of number it is:
- Observed: taken directly from the numbers you entered, such as a CTR or a click change.
- Calculated: exact arithmetic on those numbers, such as the two parts of a click change.
- Modelled: an estimate that depends on an assumption, such as a target CTR or the earlier CTR holding.
The formulas, rounding and limits are written out on the methodology page.
Where to find the numbers in Google Search Console
- Open the Performance report for Search results.
- Keep the search type on Web and add no query, page, country, device or search appearance filter unless you compare the same filter twice.
- Choose a date range and read Total clicks and Total impressions above the chart.
- For two periods, use the date comparison and pick ranges of the same length, for example 28 days against the 28 days before.
Avoid dates that Google lists as data anomalies. Search Console reported an impressions logging issue from 13 May 2025 to 27 April 2026; a period that touches those dates can show an impressions or CTR change that is a reporting effect. Google keeps the list on its data anomalies page.
What about AI Overviews?
Some CTR calculators ask for an "AI Overview exposure" and an "assumed CTR impact" and return a number of missing clicks. That number restates the two assumptions you typed in. Search Console totals do not say which impressions had an AI Overview on the page, so this calculator does not attribute any change to AI features, rankings or seasonality.
To test a what-if anyway, use the target CTR section: enter your impressions and the CTR you want to try. The result is labelled Modelled, and the assumption stays visible next to it.
What the numbers cannot tell you
Totals from two periods cannot show whether AI features in search results, ranking changes, seasonality, demand or tracking changes caused a difference. Labels next to each result say what kind of number it is: observed from your input, calculated exactly from it, or modelled on an assumption.
Frequently asked questions
How do I calculate CTR by hand?
Divide clicks by impressions and multiply by 100. 150 clicks from 10,000 impressions is 150 ÷ 10,000 × 100 = 1.5%.
What is a good CTR?
There is no single good CTR. It changes with position, query intent, whether the query names your brand, the device and what else is on the results page. The most useful comparison is your own earlier period with the same scope, which is what the period comparison above is for.
Why does the calculator show N/A instead of 0%?
With no impressions there is nothing to divide by, so CTR is undefined. Showing 0% would suggest that people saw the result and did not click.
Why did my CTR drop when my average position looks the same?
Average position in Search Console is weighted across every query that earned an impression, so the same average can hide queries moving up and others moving down. A new mix of queries, a different results page layout, a change in demand or a reporting issue can all move CTR. The two-period split shows how much of the click change is CTR, not why CTR changed.
Is anything I enter stored or sent?
No. The page calculates in your browser and is not allowed to make network requests. Nothing is saved, not even in your browser's storage.
Can I use it for ads or e-mail?
Yes, with unique clicks: each impression or delivered e-mail may count at most one click. Reports of total clicks can show more clicks than impressions, and the calculator refuses those. Typical CTRs differ a lot between channels, so compare a campaign with its own history rather than with another channel.
Does the calculator estimate revenue?
No. It works with clicks and impressions only. A value estimate would need a conversion rate and a value per conversion, and it would be a scenario, not a record of what happened.