A clear result in a few inputs.
- Enter the requested values.Use consistent units and the real values for your scenario.
- Read the main result and breakdown.NumLuma recalculates immediately when an input changes.
- Check the formula and assumptions.Use the supporting context before making a real-world decision.
What this calculator does
Click-through rate measures the share of recorded impressions that produced clicks. It is useful for judging how strongly a message, placement or creative encourages action, but it does not show what happens after the click.
What to know before you use the result
- CTR requires clicks and impressions from the same reporting scope.
- A strong CTR can still produce weak business results if post-click conversion is poor.
- Expected CTR varies widely by channel, placement, audience and campaign objective.
Common mistakes to avoid
- Dividing impressions by clicks instead of clicks by impressions.
- Comparing CTR across channels without considering different formats and intent.
- Treating a high CTR as proof that a campaign is profitable.
Where this calculation is useful
Paid searchDisplay adsEmail linksCreative testing
Related concepts
click-through rateclicksimpressionsengagement rate