CTR is the share of impressions that turn into clicks. Enter clicks and impressions for your click-through rate, or switch tabs to estimate clicks or the impressions you need.
Your CTR
2.60%
About 38 impressions for every click.
Sample numbers shown. Type over them with yours.
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Divide clicks by impressions, then multiply by 100 to get a percentage. That’s Google’s own formula. 1,300 clicks from 50,000 impressions gives a CTR of 2.6%. It works the same for search ads, social ads and organic results, as long as both numbers come from the same report and period.
A hypothetical campaign runs two ads. Ad A gets 450 clicks from 18,000 impressions. Ad B gets 770 clicks from 22,000 impressions.
Ad B wins on clicks. Check conversions before you pause Ad A, because the cheaper click isn’t always the one that buys.
A good CTR depends on where the ad runs. WordStream’s 2026 data puts search ads at a median of 6.64%, Facebook traffic campaigns sit at 1.93%, and LinkedIn single image ads at 0.42%. Compare yourself with the same channel and campaign type, because search intent lifts CTR a lot.
| Channel and segment | Median CTR |
|---|---|
| Search ads, all industriesWordStream by LocaliQ | 6.64% |
| Search ads, Arts & Entertainment (highest)WordStream by LocaliQ | 12.75% |
| Search ads, Automotive repair and parts (lowest)WordStream by LocaliQ | 5.56% |
| Facebook traffic campaignsWordStream by LocaliQ | 1.93% |
| Facebook lead campaignsWordStream by LocaliQ | 2.70% |
| Meta ads, ecommerce brandsTriple Whale | 2.39% |
| Google Ads, ecommerce brandsTriple Whale | 1.65% |
| LinkedIn single image ads, B2BZenABM | 0.42% |
| LinkedIn Thought Leader Ads, B2BZenABM | 2.68% |
| Organic result in position 19.69% with an AI Overview on the page. Advanced Web Ranking | 20.02% |
| Organic result in position 2Advanced Web Ranking | 10.36% |
| Organic result in position 3Advanced Web Ranking | 3.89% |
WordStream’s search figures cover Google and Microsoft Ads in the US. Advanced Web Ranking’s organic figures are averages for Google US desktop in July 2026, and the other rows are medians.
CTR stands for click-through rate. It’s the percentage of people who click after seeing your ad, search result or link. If 1,000 impressions bring 20 clicks, your CTR is 2%. Marketers use it to judge how well a headline, creative or offer earns attention from the people who see it.
For search campaigns, WordStream’s 2026 median is 6.64%, and most industries sit between about 5.5% and 10%. Shopping, display and video campaigns usually run lower, and Triple Whale’s ecommerce median across Google Ads is 1.65%. Check you’re comparing the same campaign type.
In Advanced Web Ranking’s study, the first organic result on Google US desktop averaged 20.02% in July 2026, and the second 10.36%. An AI Overview on the page cut the first position to 9.69%. Compare your own query groups in Search Console, because brand searches run far higher.
CTR drops when your ad or title doesn’t match what people want, when you’re showing to too broad an audience, or when you sit low on the page. Start with the searches or audiences that get the most impressions. Then test a clearer headline that repeats the words people used.
Expected click-through rate is one of the three parts of Quality Score, beside ad relevance and landing page experience. Google describes Quality Score as a diagnostic tool and says it isn’t an input in the ad auction. Use it to find weak ads and landing pages, and don’t treat it as a target.
Divide unique clicks by delivered emails, then multiply by 100. 40 clicks from 2,000 delivered emails is a 2% click-through rate. Click-to-open rate is a different number, because it divides clicks by opens. Check which one your email tool shows before you compare it with anything else.
Clicks are only worth paying for if you can see what they turn into. Our Google Ads conversion tracking work shows you that at a fixed price.
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<p style="font-size:13px">Free tool by <a href="https://www.martechdevs.com/tools/ctr-calculator">martechdevs</a></p>Last updated
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