How to Calculate CTR in Advertising: A Comprehensive Guide

By Matthew Sunday

This is Matthew's blog, and I cover tech and digital marketing.

2 minutes read

If you’re in the world of advertising, you’ve probably heard the term “CTR” thrown around a lot. But what does it mean? And why is it important? CTR stands for Click-Through Rate, and it’s a metric used to measure the success of an advertising campaign.

What is CTR?

CTR is the ratio of clicks to impressions. It measures how often people who see your ad end up clicking on it. CTR is calculated by dividing the number of clicks your ad received by the number of times your ad was shown (impressions).

Why is CTR Important?

CTR is important because it’s a measure of how effective your advertising campaign is at getting people to take a desired action.

A high CTR indicates that your ad is resonating with your target audience and that people are taking the desired action (clicking on your ad).

How to Calculate CTR

Calculating CTR is easy. Here’s the formula:

CTR = (Clicks ÷ Impressions) x 100%

Let’s say your ad received 100 clicks and was shown 10,000 times (impressions). To calculate your CTR, you would divide 100 by 10,000 and then multiply by 100% to get a CTR of 1%.

What is a Good CTR?

The average CTR varies by industry and ad format. For example, display ads have an average CTR of 0.05%, while search ads have an average CTR of 1.91%.

A good CTR is one that is higher than the average for your industry and ad format. However, it’s important to keep in mind that CTR is just one metric and shouldn’t be the sole measure of success for your advertising campaign.


CTR is an important metric for measuring the success of your advertising campaign. By calculating your CTR, you can determine if your ad is resonating with your target audience and if people are taking the desired action (clicking on your ad).

Use the formula and tips in this guide to effectively calculate and interpret your CTR.

About the author

I’m Matthew, and I write about digital marketing and technology on this blog. A digital marketer and entrepreneur, assisting people and companies in building successful online brands.

My vision is to help brands reach their full potential through strategic digital marketing.