CTR equals clicks divided by impressions, expressed as a percentage. 3,000 clicks on 100,000 impressions is a 3 percent CTR. On social platforms, use link clicks rather than all clicks, and on search compare CTR by match type and position rather than at the account level.
What moves it
CTR measures the ad's appeal to the people who saw it, not whether they were the right people. It feeds Quality Score on Google and quality ranking on Meta, so it affects price as well as reporting.
Run your own numbers with the CPC and CTR calculator.
Cite this page:
Agency Echelon. "How do you calculate CTR?" Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/questions/how-to-calculate-ctr/