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CTR calculator (click through rate)
Click through rate is the share of ad impressions that got a click. Type in clicks and impressions for the same dates and you'll get it as a percentage. Then check whether those clicks paid.
Clicks on your ads in the date range. On Meta, use the Link clicks column, not Clicks (all).
Impressions for the same ads and the same dates. In Google Ads the column is called Impr.
No money goes in here. Clicks and impressions are counts, so the result is a percentage with no currency.
Enter clicks and impressions to see your click through rate.
Illustrative math on the numbers you type. It doesn't tell you which ad caused which sale. The math runs in your browser and nothing you type is stored.
A click isn't a sale.
This calculator trusts the numbers you type in. To see which campaigns produced the payments behind them, start a 14-day free trial, no card needed.
How click through rate is calculated
Click through rate, or CTR, is clicks as a share of impressions. If 100 people see an ad and 2 click, the CTR is 2%.
CTR = clicks ÷ impressions × 100
Google puts it as "clicks ÷ impressions = CTR", with the example that 5 clicks and 100 impressions give a CTR of 5% (Google Ads Help). Meta calculates its CTR (link click-through rate) "as link clicks divided by impressions" (Meta Business Help Center).
Which clicks to count
On Meta this matters more than people expect. Link clicks are "the number of clicks on links within the ad that led to advertiser-specified destinations" (Meta Business Help Center). Clicks (all) counts other kinds of clicks on the ad as well, so a CTR built on it comes out higher.
For a store, the click that counts is the one that lands on your site. Use link clicks, and use the same column every month, or the trend will move for reasons that have nothing to do with the ads.
Google Ads shows one Clicks column next to Impr. and CTR, so there's less to choose there.
A worked example
Made-up numbers, here to show the idea. Not a client result.
In September a client's Meta campaign got 300,000 impressions and 3,600 link clicks. 3,600 ÷ 300,000 × 100 = 1.20% CTR.
In October a new creative got 6,000 link clicks from the same 300,000 impressions. CTR went up to 2.00%. In the monthly report that's the line everyone points at.
Then look at the money. Payments matched to visits from that campaign: €4,100 in September, €3,900 in October. Two thirds more clicks, and slightly less money.
Reporting CTR to clients?
Thexly for agencies puts payment revenue next to each platform's claim, one workspace per client.
What CTR can and can't tell you
Google says "a good CTR is relative to what you're advertising and on which networks" (Google Ads Help). So a search ad and a video ad won't land near each other, and a figure from somebody else's account tells you little about yours.
On Google, CTR also feeds into the auction. Google says it "contributes to your keyword's expected CTR, which is a component of Ad Rank" (Google Ads Help). That's one reason people chase it.
CTR stops at the click. It can't see whether the visitor bought, refunded or bounced. A curiosity hook can lift it while bringing people who were never going to pay.
Check it against revenue that hit the bank
Clicks are counted by the platform that sold them. Payments are counted by the bank. Before a higher CTR goes in a client report as a win, put each platform's claim next to the payments for the same dates. The platform vs payment gap calculator does that from three numbers.
More clicks still have to turn into payments.
Now check it against the revenue that hit the bank: start free.
Where CTR sits next to CPA and ROAS
CTR is the middle step between being seen and being paid. The CPA calculator gives what each conversion cost, and the ROAS calculator gives what came back per unit of spend. For how CTR links CPM and cost per click, see CPM vs CPC.
When your CTR jumped last time, did your payments jump with it?
FAQ
Questions & answers
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Platform vs payment gap
Enter Meta claims, Google claims, and payment collected. See the dollar and % gap.
MER / blended ROAS
Payment revenue ÷ total ad spend. The number that survives a Stripe check.
CPA calculator
Type in your numbers, then check the result against payments that cleared.
CPM calculator
Type in your numbers, then check the result against payments that cleared.
Put the clicks next to the payments they brought in
Click through rate tells you an ad got attention. It can rise while sales stay flat, and the calculator can't tell you which happened.
Thexly works on the payment side for ecommerce brands on Stripe checkout: each payment matched to the campaign visit that led to it, counted once, in a live link the client can open.