Click-Through Rate Calculator
This click-through rate calculator works out CTR for ads, email or organic search from impressions and clicks, with sourced benchmarks for each channel so you know what good looks like.
Analyze a data set (paste or upload)
Paste one row per campaign - impressions and clicks. A label column is optional. Commas or tabs both work.
The click-through rate formula
This click-through rate calculator works out how often people click after seeing your ad, email or search listing. The formula is CTR = (clicks / impressions) × 100. Fifty clicks from 2,000 impressions is a 2.5 percent CTR. Use the tabs to switch context: Ads and Organic both divide clicks by impressions, while Email divides clicks by emails delivered and can also show click-to-open rate if you add your open count.
What is a good CTR? It depends entirely on the channel
CTR benchmarks swing wildly by channel, so comparing an email CTR to a search-ad CTR is meaningless. Here is where the typical numbers land:
| Channel | Typical CTR |
|---|---|
| Google search ads | 3.5% - 6.6% |
| Google display ads | ~0.5% |
| Shopping ads | ~0.9% |
| ~2.0% (best campaigns 5%+) | |
| Organic search, position 1 / 2 / 3 | 39.8% / 18.7% / 10.2% |
Source: Store Growers 2026 and LocaliQ/WordStream 2026 (paid); First Page Sage 2026 organic CTR by position (clean-SERP values that fall sharply with AI Overviews, snippets and local packs); email via Brevo 2026. Last reviewed July 2026.
Two things worth knowing. Search ads out-click display by a huge margin because the searcher already has intent. And organic CTR is dominated by rank: the top result takes close to 40 percent of clicks, and it falls away fast below it, which is why moving from position three to position one is worth so much more than it looks.
Click-to-open rate for email
Email marketers often care more about click-to-open rate than raw CTR. CTOR is clicks divided by opens: it strips out deliverability and subject-line effects and asks a sharper question, of the people who opened, how many found the content compelling enough to click. Add your open count on the Email tab and the calculator shows CTOR alongside CTR.
How to use this calculator
- Pick the channel tab that matches your data.
- Enter impressions (or emails delivered) and clicks.
- Read your CTR and see how it sits against the typical range for that channel.
- On Email, add opens to also get click-to-open rate.
Inputs are saved on your device, and Share link copies a URL with your numbers built in. A quick caution: a CTR from a few dozen impressions is noise, so wait for a meaningful sample before drawing conclusions.
How AI Overviews are changing organic CTR
One trend worth baking into your expectations: AI Overviews and AI-generated summaries now appear on a growing share of commercial searches, and they sit above the classic organic results. When a searcher gets their answer inside the summary, fewer of them click through, which quietly compresses organic CTR even when your ranking has not moved. The practical takeaway is that raw CTR is becoming a less complete measure of organic performance on its own. Pair it with conversion rate and cost per lead, and watch the trend of your own CTR over time rather than chasing a fixed benchmark that was set before AI answers reshaped the results page.
Frequently asked questions
What is a good click-through rate?
It depends on the channel. Search ads average roughly 3.5 to 6.6 percent, display around 0.5 percent, email about 2 percent, and the top organic result close to 40 percent. Compare against your own channel, not a global figure.
How do you calculate CTR?
Divide clicks by impressions and multiply by 100. For example, 50 clicks from 2,000 impressions is a 2.5 percent CTR.
What is click-to-open rate?
CTOR is an email metric: clicks divided by opens, times 100. It measures how compelling your content is to people who already opened the email.
Why is my CTR so low on display?
Display and social impressions are largely passive, people are not searching for you, so display CTR near 0.5 percent is normal and not a sign of failure.
Is CTR the same as conversion rate?
No. CTR gets people to click; conversion rate turns visitors into customers. Use our conversion rate calculator for the second half of the funnel.
Related calculators
Next step: Next in the funnel: once people click, are they converting? Check your conversion rate.
Track the full funnel with the conversion rate calculator, ROAS calculator, engagement rate calculator, email open rate calculator, churn rate calculator, average order value calculator, and the ecommerce conversion benchmarks.