Free CTR Calculator
Calculate click-through rate and compare two ads with a two-proportion z-test so you know whether a winning ad is really better.
CTR Calculator: Calculate click-through rate and compare two ads with a two-proportion z-test so you know whether a winning ad is really better. It is free, needs no sign-up and runs in your browser. How to use it: 1) choose to solve for CTR, clicks or impressions; 2) enter the other two values; 3) tick Compare two ads and enter clicks and impressions for each; 4) click Calculate CTR and read the significance result. Click-through rate is the share of people who click after seeing your ad, email or search listing. The calculator solves for CTR, clicks or impressions from the other two values.
How the CTR calculator works
Click-through rate is the share of people who click after seeing your ad, email or search listing. The calculator solves for CTR, clicks or impressions from the other two values.
Formulas
CTR = clicks / impressions x 100Clicks = impressions x CTR / 100Impressions = clicks / (CTR / 100)
Comparing two ads
When one ad has a higher CTR, the difference can still be luck. The tool runs a two-proportion z-test. It pools the click rates of both ads, works out the standard error, and turns the gap into a z score and a two-tailed p-value. A p-value below 0.05 means the difference is significant at 95 percent confidence.
| Ad | Clicks | Impressions | CTR |
|---|---|---|---|
| A | 200 | 10,000 | 2.0% |
| B | 250 | 10,000 | 2.5% |
In this example z is about 2.38 and p is about 0.017, so ad B is very likely better.
Limitations
The test assumes each impression is independent and both ads ran in the same period to similar audiences. Platforms do not always serve ads evenly, so a fair test needs equal conditions and enough data. CTR also differs a lot between search, display and social, so only compare like with like.
CTR Calculator FAQs
What is a good CTR?
It depends on the channel. Search ads usually get much higher CTRs than display or social feed ads because the searcher is already looking for something. Compare your CTR with your own past campaigns on the same platform rather than with a general benchmark.
How do I calculate click-through rate?
Divide clicks by impressions and multiply by 100. For example, 250 clicks from 10,000 impressions gives a CTR of 2.5 percent. Always use clicks and impressions from the same ad, campaign and date range. To compare two ads fairly, tick the compare option and the tool will also run a significance test on both click rates.
How do I know if one ad really has a better CTR?
Use a significance test. This tool runs a two-proportion z-test on both ads. If the p-value is below 0.05, the difference is significant at 95 percent confidence. If not, keep the test running until you have more impressions. Small samples can mislead.
Does a high CTR mean my ad is working?
Not always. A high CTR shows the ad attracts attention, but if the landing page does not match the promise, people leave without converting. Check conversion rate and cost per acquisition alongside CTR. A strong ad sends the right people, not just more people, so review results across the whole funnel.
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