CTR Calculator: CTR is clicks divided by impressions, times 100

Click-through rate4.00%

480 clicks ÷ 12,000 impressions × 100 = 4.00%

Try an example:

Your 4.00% is 0.6x the 6.64% average for search ads, all industries. WordStream 2026

What is a better Google position worth?

Move the sliders or tap a bar. Clicks are worked out from your 12,000 impressions.

Google position, with CTR in % above each bar

#7
#3

Clicks at #7

100

Clicks at #3

530

Change

+431 (5.3x)

Moving from #7 to #3 takes the expected CTR from 0.83% to 4.42%. Your own 4.00% is 4.8x the 0.83% expected at #7.

Source: Advanced Web Ranking, US, mobile, all search intents, September 2026. Checked October 31, 2026. These are averages. Your CTR depends on the query, brand and search features. The studies disagree a lot, which is why you can switch between them.

The type of page changes CTR too

From our own study of 6.2 million pages on 3,332 sites. Same positions (4 to 10), very different CTR. Pick a page type:

At 12,000 impressions, free tools and calculators at positions 4 to 10 would earn about 536 clicks. On the same site and at the same positions, the median is 2.11x the CTR of other articles. Read the study

Paid benchmarks at a glance

Search ads, all industries

6.64%

Facebook lead ads

2.59%

Facebook traffic ads

1.71%

Top Google ad slot, all searches

2.1%

WordStream by LocaliQ averages over 13,000 search campaigns from April 2025 to March 2026, and its Facebook figures come from its 2025 report. First Page Sage measures every query in its panel by ad position, so it runs far lower. They measure different things. Compare your ads with a benchmark for the same channel and goal.

About this ctr calculator

This free CTR calculator gives you click-through rate from clicks and impressions as you type, and it works the other way too: find clicks from impressions and CTR, or impressions from clicks and CTR. It works for Google Ads, Meta ads, email and organic search. Compare your result with search and Facebook ad benchmarks, including the average for your industry. Then go further than the formula.

An interactive chart shows the expected CTR at each Google position, from three 2026 datasets, with and without AI answers. Move the sliders to see what going from one position to another would earn you in clicks. You can also see how page types differ at the same positions, using our own study of 6.2 million pages.

All sources are linked, and all of the maths runs in your browser.

What is CTR, and how do you calculate it?

Click-through rate (CTR) is the share of people who clicked after seeing your ad or search result. The formula is clicks divided by impressions, times 100.

CTR = (clicks ÷ impressions) × 100

So 480 clicks from 12,000 impressions is a 4% CTR. If you know two of the three values, you can always find the third:

  • Clicks = impressions × CTR ÷ 100
  • Impressions = clicks ÷ CTR × 100

What is a good CTR?

  • Google search ads

    Around 6.64% is average, and it ranges from 5.56% in auto repair to 12.75% in arts and entertainment. Above your industry's number is good.

  • Facebook ads

    Around 1.71% for traffic campaigns and 2.59% for lead campaigns. Compare only with the same campaign goal.

  • Organic search

    It depends on your position. Compare your page with the chart at the same position, since a 2% CTR is poor at position 1 and great at position 8.

A CTR only means something next to the same channel, the same goal and, for organic, the same position. To see your real position for a keyword, use the Google rank checker. To put a money value on more clicks, use the SEO ROI calculator.

Why the CTR studies disagree

Position 1 is 35.71% in one dataset and 7.1% in another, both from 2026. Advanced Web Ranking uses anonymized Search Console data on US results and splits it by device. First Page Sage uses the Search Console data of 1,184 domains and blends desktop, mobile and searches with AI answers into one figure. Different sites and queries give different averages.

Two things hold in every dataset here. Position 1 earns far more than any other spot, and an AI answer lowers its CTR. Below the top 5, the numbers get small and noisy. In Advanced Web Ranking's September 2026 desktop data, positions 13 to 16 even beat positions 7 to 10. Those positions have far fewer impressions (about 6 million at position 14 against 103 million at position 7), so a few queries can skew them. Don't read it as a reason to rank lower.

Why is my CTR low?

  • An AI Overview or ads sit above you

    Check the live results for the query. If an AI answer covers it, more of the searches end without a click.

  • The title doesn't match the search

    Say what the searcher wants, in their words. Test a new title on the pages with the most impressions.

  • You rank for the wrong queries

    Search Console may show impressions for loose matches at position 40. Those drag your average CTR down without being a real problem.

  • The page type doesn't fit

    If searchers want to do something, like calculate or check, a tool beats an article. Our study found a 2.11x gap at the same positions.

For the full playbook, read how to improve click-through rate.

CTR benchmarks, with sources

  1. 1

    Position 1 earned 35.71% CTR on mobile and 19.35% on desktop on results without an AI Overview in September 2026. With an AI Overview, those fall to 20.86% and 14.78%. Advanced Web Ranking

  2. 2

    Across all searches, First Page Sage measured 7.1% for position 1 and 3.0% for position 2, on 3.67 billion impressions from March to August 2026. First Page Sage

  3. 3

    Search ads average a 6.64% CTR, across more than 13,000 Google and Microsoft campaigns from April 2025 to March 2026. WordStream by LocaliQ

  4. 4

    Facebook ads average 1.71% for traffic campaigns and 2.59% for lead campaigns. WordStream by LocaliQ

  5. 5

    Free tools and calculators earned 2.11x the Google CTR of the same site's articles at positions 4 to 10, across 6.2 million pages on 3,332 sites. Outrank study

  6. 6

    Across 415 sites, median CTR fell 40% from October 2025 to August 2026, while impressions grew 2.18x and clicks grew 22%. Outrank study

  7. 7

    Ahrefs found a 58% lower CTR for the top page on 150,000 keywords with an AI Overview, using December 2025 data. Ahrefs

  8. 8

    In a March 2025 panel of 900 US adults, people clicked a traditional result on 8% of Google visits with an AI summary and 15% without one. Pew Research Center

Keep going

  • How to improve click-through rate

    Practical ways to earn more clicks from the rankings you already have.

  • Google rank checker

    Find your exact position for up to 10 keywords, then plug it in above.

  • SEO ROI calculator

    Turn the extra clicks into revenue and a return on your SEO spend.

  • Try Outrank

    We make Outrank. It researches keywords, writes articles and builds backlinks to help you climb to the positions that get clicked.

How to use CTR Calculator

  1. 1

    Enter two numbers

    Type your clicks and impressions, or switch to find clicks or impressions from the other two.

  2. 2

    Read your CTR

    The result updates as you type, and you can compare it with search and Facebook ad averages.

  3. 3

    See what a position is worth

    Move the sliders or tap a bar on the chart to see the clicks you'd earn moving from one Google position to another.

  4. 4

    Compare page types

    See how free tools, articles and other page types perform at the same positions, from our study of 6.2 million pages.

More free SEO tools

“I am absolutely obsessed with SEO. I spend my days mastering the backlinks and growth strategies you need to scale on auto-pilot.”
TiboTiboFounder of Outrank, SuperX
Outrank

Grow organic traffic on auto‑pilot

Outrank writes and publishes SEO articles and builds backlinks for you, every day.

Try Outrank free

Frequently asked questions

How do you calculate CTR?

Divide clicks by impressions and multiply by 100. For example, 480 clicks from 12,000 impressions is (480 ÷ 12,000) × 100 = 4%.

What is a good CTR for Google Ads?

WordStream's 2026 benchmarks put the average search ad CTR at 6.64%, from 5.56% in auto repair to 12.75% in arts and entertainment. Above your own industry's average is good.

What is a good organic CTR?

It depends on your position. In Advanced Web Ranking's September 2026 US data, position 1 earned 35.71% on mobile and 19.35% on desktop on results with no AI Overview, and below 1.3% on desktop from position 4 onward. Compare your page with the same position.

How do I calculate clicks from CTR and impressions?

Multiply impressions by CTR and divide by 100. At 12,000 impressions and a 4% CTR, that's 480 clicks. Pick Find clicks above to do this instantly.

How much do AI Overviews lower CTR?

The studies differ. Advanced Web Ranking measured position 1 falling from 19.35% to 14.78% on desktop in September 2026. Ahrefs found a 58% lower CTR for the top page on December 2025 data. First Page Sage reports 22.6% without an AI answer and 3.6% with one.

Where do I find my clicks and impressions?

For organic search, use the Performance report in Google Search Console. For ads, use the campaign report in Google Ads or Meta Ads Manager.

Why don't my Search Console numbers match the chart?

The chart shows averages across many sites and queries. Your CTR changes with brand strength, search intent and what else is on the page. Search Console's average position also blends many queries, so compare single queries where you can.

Is my data sent anywhere?

No. The calculator runs in your browser, and what you type isn't sent to our servers.