Enter clicks and impressions for your click-through rate. Add the CPM you are paying to see what that CTR means for the price of every click.
Link clicks, not all clicks.
Same ad or campaign, same period.
Optional. Turns the CTR into the CPC you are paying.
The calculator gives you the number instantly. Leave your email and we will look at your actual accounts and send back what we would change first.
Click-through rate is the share of impressions that turned into clicks. CTR = clicks ÷ impressions × 100. 450 clicks on 30,000 impressions is a 1.5% CTR: one click for every 67 impressions.
Use link clicks, not all clicks. Meta counts likes, profile taps and "see more" as clicks too, which inflates CTR without sending anyone to your site.
On a CPM buy you pay for impressions, so the clicks you get decide what each one costs. CPC = CPM ÷ (1,000 × CTR). At a $12 CPM, a 1% CTR is a $1.20 click and a 2% CTR is a $0.60 click. Doubling CTR halves CPC without touching the bid.
On Google Search, expected CTR feeds Quality Score, and a higher Quality Score lowers the CPC you pay for the same position. CTR is a cost lever on both platforms, not just a vanity metric.
It depends on the placement more than anything. Search ads, shown to someone who typed the query, routinely clear several percent. Feed and display ads, shown to someone scrolling past, run well under that. Brand search sits far above non-brand.
Compare against your own history for the same placement and audience rather than a cross-industry average. A falling CTR on an unchanged audience is the earliest sign of creative fatigue.
Match the ad to the intent: the searched phrase in the headline, the problem in the first line of a social ad. Test hooks in the first two seconds of video. Exclude placements and search terms that never click. Refresh creative before frequency climbs past the point where the same people keep seeing it.