CTR Calculator
Calculate click-through rate from clicks and impressions, or work backwards from a CTR to the clicks or impressions you need.
- Free, no sign-up
- Solve for CTR, clicks or impressions
- Formula with your numbers
CTR = clicks ÷ impressions × 100
CTR
6%
CTR = 600 ÷ 10,000 × 100 = 6%
- CTR
- 6%
- Clicks
- 600
- Impressions
- 10,000
Median CTR: 6.64% · yours is 10% lower
Source: WordStream 2026, 13,474 US search campaigns, April 2025 – March 2026.
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Average Google Ads CTR by industry (2026)
Across US search campaigns on Google and Microsoft Ads, the median ctr was 6.64%. Use your industry's figure as a reference point, not a target: offer, location and account setup move these numbers a lot.
| Industry | Median CTR | Chart |
|---|---|---|
| All industries | 6.64% | |
| Animals & Pets | 7.49% | |
| Apparel / Fashion & Jewelry | 6.64% | |
| Arts & Entertainment | 12.75% | |
| Attorneys & Legal Services | 5.87% | |
| Automotive — For Sale | 8.28% | |
| Automotive — Repair, Service & Parts | 5.56% | |
| Beauty & Personal Care | 6.75% | |
| Business Services | 6.10% | |
| Career & Employment | 5.88% | |
| Dentists & Dental Services | 5.66% | |
| Education & Instruction | 7.56% | |
| Finance & Insurance | 9.83% | |
| Furniture | 6.57% | |
| Health & Fitness | 5.81% | |
| Home & Home Improvement | 6.47% | |
| Industrial & Commercial | 6.57% | |
| Personal Services | 7.16% | |
| Physicians & Surgeons | 6.61% | |
| Real Estate | 7.61% | |
| Restaurants & Food | 6.83% | |
| Shopping, Collectibles & Gifts | 8.28% | |
| Sports & Recreation | 8.75% | |
| Travel | 9.32% |
Source: WordStream by LocaliQ, Google Ads Benchmarks 2026, 13,474 US search campaigns, April 2025 – March 2026. The report labels these averages, but they are medians. For comparison, the median CTR for e-commerce brands on Meta Ads was 2.39% (Triple Whale, Aug 2025 – Jul 2026).
How to calculate CTR
Click-through rate is the share of ad impressions that turn into clicks:
CTR = clicks ÷ impressions × 100
An ad shown 10,000 times that got 250 clicks has a 2.5% CTR. You can also work backwards:
- Clicks you'll get: clicks = CTR × impressions ÷ 100. At 3% CTR, 20,000 impressions bring about 600 clicks.
- Impressions you need: impressions = clicks × 100 ÷ CTR. For 500 clicks at a 2% CTR, you need 25,000 impressions.
What a good CTR looks like
There's no single good number, because CTR depends heavily on where the ad runs:
- Search ads appear right after someone types a related query, so intent is high and CTRs are much higher than elsewhere.
- Display, video and social ads interrupt people doing something else. Lower CTRs are normal there.
- Branded keywords (people searching your name) often get very high CTRs that say little about your other campaigns.
Compare a campaign with its own past results and with similar campaigns in your account. Split brand and non-brand search, and search and display, before drawing conclusions.
Why CTR matters in Google Ads
Expected CTR is one of the three parts of Quality Score, along with ad relevance and landing page experience. A higher Quality Score can win better positions at a lower cost per click. So improving CTR on search campaigns tends to pay twice: more clicks from the same impressions, and cheaper clicks.
How to improve click-through rate
- Match the ad to the search. Use the keyword's wording in the headline, and group keywords tightly so each ad fits its searches.
- Add negative keywords. Impressions on irrelevant searches drag CTR down and rarely convert anyway.
- Use assets. Sitelinks, callouts, structured snippets and call buttons make search ads bigger and more useful.
- Lead with what the searcher wants: price, speed, a guarantee, availability today.
- Refresh social and display creative when CTR starts to fall as the same people see it again and again.
CTR isn't the goal
A vague or clickbait ad can earn lots of clicks from people who will never buy, and you pay for every one. Read CTR next to conversion rate and cost per acquisition. An ad with a lower CTR that brings buyers beats one with a high CTR that brings browsers.
Email click-through rate
In email marketing, CTR usually means clicks ÷ emails delivered. Click-to-open rate (CTOR) is clicks ÷ opens, and shows how well the content worked for people who opened it. The calculator works for both: enter delivered emails or opens as impressions.
CTR FAQ
CTR = clicks ÷ impressions × 100. An ad shown 10,000 times that got 250 clicks has a CTR of 2.5%.
It depends on where the ad runs. In WordStream's 2026 benchmarks, the median CTR for US Google search campaigns was 6.64%, from 5.56% in auto repair to 12.75% in arts and entertainment. Social ads see much lower rates: the median for e-commerce brands on Meta was 2.39%, according to Triple Whale. Your own history and similar campaigns in your account are the best yardstick.
Yes, indirectly. Expected CTR is one of the three parts of Quality Score, alongside ad relevance and landing page experience. Higher Quality Score can get you better positions at a lower cost per click.
No. Clicks only matter if they turn into customers. A broad ad promising something you don't sell can attract plenty of clicks and no sales. Judge CTR next to conversion rate and cost per acquisition.
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