How to use the CTR calculator
CTR is the share of served ads that were clicked: clicks รท impressions ร 100. The denominator is impressions, so each time the ad appears counts, even repeatedly to the same person.
That makes it different from a reach-based click rate. Reach counts unique people and is always smaller than impressions, so the same clicks divided by reach give a higher number. Check which denominator a report used before comparing two periods.
Impressions needed per click is CTR turned inside out. A 0.80% CTR means roughly 125 impressions per click, which is often easier to reason about when planning inventory. With zero clicks the figure is undefined, so that row is hidden.
Enter a target CTR and the tool shows whether you are above or below it, plus the clicks required to reach it. Nothing is compared against an industry average; the benchmark is the one you type in. Leave the field blank and only CTR is shown.
Frequently asked questions
This calculator uses impressions. Reach counts unique people, so dividing the same clicks by reach produces a larger figure for the identical campaign.
It varies too much by placement, format and search intent for a single benchmark to be useful. That is why this tool compares against a target you enter rather than an industry average.