Free calculator
Content Click-Through Rate Calculator
Turn impressions and clicks (or views from those impressions) into a CTR percentage, then project clicks at a target rate.
What this calculator does
Click-through rate answers “of the times this was shown, how often did someone click?” Thumbnails, ads, suggested videos, and feed cards all use that idea, but they do not all count an impression the same way.
Who should use it
Creators comparing thumbnails, titles, or cover frames. Media buyers checking a campaign. Anyone who has impressions and a click or view count from those impressions.
How to use it
Enter impressions and the clicks (or views generated from those impressions). Optional target CTR estimates how many clicks that impression volume would produce at the target. Clicks cannot exceed impressions.
Formula
CTR = (Clicks / Impressions) × 100
Projected clicks = Impressions × (Target CTR / 100)
Worked example
10,000 impressions and 500 clicks is (500 / 10,000) × 100 = 5% CTR. 9,500 impressions did not convert. At a 8% target, the same 10,000 impressions would project 800 clicks.
How to read the results
CTR is a percentage of the impression set you entered. There is no universal “good” CTR. A 2% YouTube impression CTR and a 2% paid-ad CTR are not the same achievement.
Assumptions and platform notes
YouTube impression CTR counts impressions in browse, suggested, and other surfaces YouTube defines. Facebook and TikTok may report reach, impressions, or thumbnail taps with different eligibility. Use this as the general formula, then compare like with like inside one platform.
Common mistakes
Mixing total video views with impression-sourced clicks. Using unique reach as impressions. Copying another creator’s CTR target across platforms. Treating projected clicks as a promise.
Frequently asked questions
How do you calculate CTR?
Divide clicks by impressions, then multiply by 100. 500 / 10,000 = 5%.
Is YouTube impression CTR the same as other platforms?
No. YouTube impression CTR is a specific metric. Other apps may count impressions and clicks differently.
What is a good CTR?
There is no universal number. Compare against your own history on the same platform and surface.