CTR Calculator
Click-Through Rate — the percentage of viewers who clicked your ad
Enter Your Numbers
Your CTR
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of impressions resulted in a click
Formula
CTR = (Clicks ÷ Impressions) × 100Average CTR by Channel Type — 2026
2026 Benchmarks
Sources: 2026 Gupta Media Index, WordStream Benchmark Report.
What is a good CTR in 2026?
Google Search ads average 6.66% CTR — above 3% is healthy. Display and social CTRs are much lower by nature: Meta averages 1.71%, TikTok 0.61–2%, LinkedIn 0.3–0.8%. Never benchmark search CTR against display CTR.
Frequently Asked Questions
A good CTR depends entirely on the channel. Google Search ads average 6.66% CTR — anything above 3% is healthy. Google Display averages just 0.1–0.5%. Meta averages 1.71% for traffic campaigns. TikTok ranges 0.61–2%. LinkedIn averages 0.3–0.8%. Always compare your CTR to the specific platform benchmark, not a universal number.
Yes — CTR is one of the most important factors in Google's Quality Score, which directly impacts your CPC and ad rank. A higher CTR signals relevance. Expected CTR (how Google predicts your ad will perform) accounts for roughly one-third of your Quality Score. Improving CTR can significantly reduce your CPC.
To improve CTR: write more specific, benefit-focused ad copy; use numbers and offers in headlines (e.g. "Save 40% Today"); match ad copy to the search query (for search ads); use emotional triggers or curiosity gaps for social ads; test multiple creative variants; and use ad extensions on Google to increase ad real estate.
For Google Search, a CTR below 1% is a warning sign. For Display and social, below 0.1% usually indicates poor audience-creative fit. A low CTR raises your CPC because platforms charge more to show ads that users rarely click — the algorithm deprioritizes low-engagement ads.