CTR Calculator
Work out your click-through rate from clicks and impressions, see how it compares with the latest published benchmarks for search ads (2026) and Facebook ads (2025), or find how many clicks a target CTR needs.
How CTR is calculated
CTR = clicks ÷ impressions × 100. 420 clicks from 9,800 impressions is 420 ÷ 9,800 × 100 = 4.29%. Both numbers have to come from the same campaign and the same date range; mixing a week of clicks with a month of impressions is the most common reason a CTR looks wrong.
Platforms do not all count the same things as a click. Google Ads counts clicks on the ad. Meta reports both link clicks and all clicks, where "all" includes likes, profile taps and expanding the text. For anything to do with traffic, use link-click CTR; the "all clicks" version is much higher and tells you little about who reached your site.
What is a good CTR in 2026?
It depends mostly on the channel. Someone searching on Google has already said what they want, so search ads get clicked far more than a Facebook ad that interrupts a feed. Comparing a Facebook CTR with a search benchmark will always make Facebook look broken.
| Channel | Average CTR | Average CPC | Source |
|---|---|---|---|
| Search ads, all industries | 6.64% | $5.42 | LocaliQ 2026 search benchmarks |
| Facebook ads, traffic campaigns | 1.71% | $0.70 | LocaliQ 2025 Facebook benchmarks |
| Facebook ads, lead campaigns | 2.59% | $1.92 | LocaliQ 2025 Facebook benchmarks |
By industry, search CTR ranges from 12.75% for Arts & Entertainment to the mid-single digits for most service businesses: Finance & Insurance 9.83%, Travel 9.32%, Real Estate 7.61%, Education 7.56%. Pick the closest industry in the calculator above.
Benchmarks: LocaliQ 2026 Search Advertising Benchmarks (Google and Microsoft Ads) and LocaliQ Facebook Advertising Benchmarks 2025. Averages across many accounts: useful to spot an outlier, not a target to manage to.
When a low CTR is the real problem, and when it is not
- Search ads with a low CTR usually have a relevance gap. The keyword brings people searching for something the headline does not mention. The fix is in the search terms report, not the bid: add the terms you want as keywords, and the ones you do not want as negatives.
- Brand and non-brand should never be averaged together. People searching your name click far more often than anyone else, often several times the account average. A campaign that mixes the two has a CTR that describes neither.
- On Meta, falling CTR on a steady audience is creative fatigue. The same people have seen the ad several times. Check frequency before rewriting the copy.
- A high CTR with no conversions is worse than a low one. It means you are paying for curious clicks. Run the numbers through the conversion rate and CPA calculator before celebrating.
- Display and video CTRs are typically far below search. Do not judge them against a search benchmark. Judge them on the cost of the result they drive.
Get CTR for every campaign without exporting anything
With Google Ads or Meta Ads connected to MCP Ads, you can ask Claude: "Show CTR by campaign for the last 30 days, split brand from non-brand, and flag anything more than 30% below its own 90-day average." It reads the live account and answers in the chat, no spreadsheet needed.
Related tools
The step after the click: conversion rate, cost per acquisition, and the CPA you can afford.
What it costs to be seen 1,000 times, and the reach a budget buys.
Search-term reviews and negative lists that fix the relevance gap behind a low CTR.
See CTR, CPC and cost per result for every campaign
Connect Google Ads and Meta Ads to MCP Ads and ask Claude which campaigns are below their own benchmark, and why.