How to use the ad creative CTR comparison calculator
This calculator does not predict CTR from creative type or creative elements. Claims such as "video lifts CTR by a third" depend entirely on vertical, audience, platform, and period, and no published standard multipliers exist, so an invented coefficient could never be checked. Instead you enter the measured impressions and clicks of creatives you have already run and compare them side by side.
Up to four creatives fit, and a blank name falls back to Creative A, B, and so on. The table shows each creative's CTR and its gap to the blended CTR in percentage points, and the highest and lowest performers are called out separately. Blended CTR is total clicks over total impressions, not the average of the individual rates, so high-volume creatives carry more weight in it.
CTR from small impression counts is noisy: a handful of extra clicks can reorder the list. Keep impression volumes roughly comparable and let data accumulate before declaring a winner. Also remember that creatives running in different placements or against different audiences cannot be cleanly attributed to the creative itself.
Frequently asked questions
No, and that is deliberate. Per-element CTR multipliers for video, static images, or faces differ completely by vertical, audience, platform, and period, and no published standard exists, so invented coefficients cannot even be checked for error. This tool compares the measured numbers from your own account instead.
Low-impression CTR swings on chance. With only a few hundred impressions a handful of clicks can flip the ranking, so keep impression volumes roughly comparable and let the data accumulate before calling a winner.