CTR Calculator
Calculate click-through rate from clicks and impressions, with 2026 channel benchmarks across search, social, video, email, and organic SERP.
Enter clicks and impressions to calculate your CTR.
CTR formula + tips
CTR = (clicks / impressions) × 100
CTR measures how often people who SEE your ad or link actually click. It's the strongest creative-quality signal across paid channels, high CTR lowers your CPC (Google rewards relevance) and increases your organic reach (algorithms favour content people engage with).
Benchmarks are channel-specific because user intent differs. Google Search CTR is much higher because users actively searched; display CTR is much lower because the user is doing something else when they see your ad.
About the CTR Calculator
Enter your clicks and impressions to instantly calculate CTR (click-through rate) and see how it compares against current benchmarks for 8 channels: Google Search Ads, Display, Meta, LinkedIn, TikTok, YouTube TrueView, email newsletters, and organic SERP by position. Each benchmark includes the typical range plus a health rating (below typical / on par / strong) for your number.
✓ Runs entirely in your browser. No signup, no AI cost, no data sent anywhere.
Test a new creative
Low CTR? Give people a different ad to click.
Ad Maker writes a fresh hook, pitch and call to action from a description of what you sell, then builds the video ad around your product photos. Make a few versions and let your CTR show which one works.
- A new hook each time.
- Change the description and generate a different opening.
- Pick the call to action.
- Shop now, Learn more, Book a demo or your own wording.
- Placement-ready.
- Sized for TikTok in-feed, Reels, Shorts, the Facebook feed or YouTube in-stream.
Describe what you sell. We write the hook, the pitch and the call to action, then build the ad.
What are you advertising?
ExampleA handmade ceramic pour-over coffee set. Slow mornings, one cup at a time, sold direct from our studio.
Photos of your product
Where will it run?
Call to action
Estimated cost
~89 credits Example
Pricing
Plans for making more ads to test
The CTR calculator stays free with no signup. Ad Maker comes with every plan, from $9 a month.
Lite
The easy start. Every tool, one creator.
$9/mo
or $99 a year, 1 month free
600credits every month
Use them on any tool below
7 days free with 350 credits. Cancel before day 7 and you won't be charged.
- Post and schedule to 2 social accounts
- Videos up to 10 minutes
- 1080p export, never a watermark
- 1 user
Solo
For one creator posting every week.
$19/mo
or $190 a year, 2 months free
1,100credits every month
Use them on any tool below
7 days free with 350 credits. Cancel before day 7 and you won't be charged.
- Post and schedule to 4 social accounts
- Videos up to 10 minutes
- 1080p export, never a watermark
- 1 user
Plus
Long-form, your branding and a team of three.
$29/mo
or $290 a year, 2 months free
1,750credits every month
Use them on any tool below
7 days free with 350 credits. Cancel before day 7 and you won't be charged.
- Post and schedule to 6 social accounts
- Stock-footage videos up to 40 minutes
- Brand Kit: your logo on every video
- 3 team seats with admin and member roles
Pro
For teams and channels running at volume.
$49/mo
or $490 a year, 2 months free
3,000credits every month
Use them on any tool below
7 days free with 350 credits. Cancel before day 7 and you won't be charged.
- Post and schedule to 10 social accounts
- Stock-footage videos up to 40 minutes
- Brand Kit: your logo on every video
- 10 team seats with admin and member roles
Run out in a busy month? Add credits any time, from $5. Credits you buy never expire. See pricing
Every plan includes
- Captions, music and studio-quality voices, free on every video
- Full HD 1080p export, never a watermark
- Post and schedule to 11 platforms
- Video in 24 languages
- API, MCP server and CLI for ChatGPT, Claude or any AI agent
CTR Calculator FAQs
Something else? Visit the help center
What is CTR and how is it calculated?
CTR (click-through rate) is the percentage of people who click your ad or link after seeing it. The formula is CTR = (clicks / impressions) × 100. So 500 clicks on 25,000 impressions is a 2% CTR. Our calculator does the math instantly and benchmarks your number against 8 channels.
What is a good CTR in 2026?
Channel-dependent. Google Search Ads average 3.17% (high-intent users actively searching). Display ads run 0.46% (people are doing something else when ads appear). Meta ads land around 0.9%. LinkedIn 0.65%. TikTok 1.5%. Email newsletters around 2.6%. Organic SERP varies dramatically by position: ~39% at position 1, ~3% at position 10. The calculator shows all 8 channels side-by-side.
How do I improve my CTR?
The highest-leverage move is better creative. For ads: a stronger hook in the first 1-2 seconds (video) or first 5 words (text), a more specific call-to-action, and tighter audience targeting so the ad reaches people for whom the offer is genuinely relevant. For organic SERP: better title tag + meta description that promise a clearer payoff than competing results.
Why does Google Search have such a high CTR vs display?
User intent. People in Google Search actively typed a query, they're looking for an answer or a product. People seeing display ads are reading an article or browsing a site; the ad is interrupting them. Higher intent = higher CTR. Same applies inside platforms: in-feed Stories ads CTR higher than sidebar ads because the user is focused on the feed.
What's the average organic CTR for position 1 on Google?
Around 39% based on 2024-2026 industry studies. Position 2 averages ~18%, position 3 ~10%, position 5 ~6%, position 10 ~3%. AI Overviews have started compressing organic CTR further in 2025-2026, particularly for informational queries. Transactional and navigational queries still drive strong CTR to position 1.
Does CTR affect my Google Ads bid?
Yes. Google Ads uses CTR as a key input for Quality Score, which directly affects how much you pay per click and where your ad appears. Higher CTR = better Quality Score = lower CPC. That's why CTR is the single most important metric to optimise on Search Ads: it lowers cost AND increases visibility simultaneously.
What's a good CTR for YouTube ads?
TrueView skippable in-stream averages 0.5% CTR; engagement formats (TrueView for Action) can hit 1.5%+ with strong creative. The bigger video metric is view-through rate (how many people watch past 30 seconds), which is the YouTube-specific equivalent of CTR for awareness campaigns. Our calculator covers TrueView; see your YouTube Studio for VTR.
Want to actually make the video?
MakeAIVideo turns one prompt into a finished AI video: script, voiceover, scenes and captions, with music if you want it, ready in a few minutes.
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