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CTR Calculator: Click-Through Rate

Enter the clicks and impressions of an ad. You get its click-through rate and what a thousand impressions bring in clicks.

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  • Live as you type
  • Formula shown
whatscales.io · CTR calculator
[ How it works ]

Three steps

  1. Enter the clicksLink clicks for traffic, all clicks for engagement.
  2. Enter the impressionsOver the same period and the same ad.
  3. Read the rateThen read it with conversion rate and CPA, never alone.
[ Reference ]

The CTR formula

CTR = clicks ÷ impressions × 100

1,200 clicks on 80,000 impressions is a CTR of 1.5%.

Which CTR on Meta?

« CTR (all) » counts every click on the ad: likes, comments, profile. « CTR (link click-through rate) » counts only clicks to your site. Compare like with like.

[ Free tools ]

More tools for ad makers

Safe Zone Checker

See what the interface covers on a 9:16 ad.

Open the tool →ROAS Calculator

Return on ad spend from spend and revenue.

Open the tool →Break-Even ROAS Calculator

The ROAS where ads stop losing money.

Open the tool →CPA Calculator

Cost per purchase from spend and conversions.

Open the tool →Ad Library Video Downloader

Save an ad's video from an Ad Library link.

Open the tool →Ad Transcript

Read the script of a video ad we hold.

Open the tool →

See all 10 free tools →

[ FAQ ]

Questions

About this tool.

What does CTR mean?

Click-through rate: the share of people who saw an ad and clicked it.

Does a high CTR mean a good ad?

Not alone. An ad can attract clicks from people who never buy. Read CTR with conversion rate and CPA.

Which CTR should I use on Meta?

Link click-through rate for traffic quality; CTR (all) includes likes, comments and profile clicks.

The tool is free. The ads are the product.

WhatScales shows what your competitors run and scale: every ad as a video, ranked inside its brand each day, with its hook, angle and transcript.

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