Calculate the CTR of your email or a paid online ad campaign. Or, estimate the clicks from an email or paid ad that you will be running.

Calculator Overview

There are two ways to approach this calculator:

1) Calculate the CTR of a campaign you've run

At the top of the calculator, select the tab "Calculate CTR"

Select the Campaign Type: "Paid Ad" or "Email"

If Paid Ad, enter the number of "Impressions" and the number of "Clicks" from the campaign

If Email, enter the number of "Emails Opened" and the number of unique "Clicks"

Optional: Enter the "Ad Spend" or the amount spent on your paid ad campaign

You'll see the CTR of the campaign. If you specified Ad Spend, you'll also see the Cost-per-click (CPC) and the Cost-per-impressions (CPM).

2) Calculate the number of clicks from CTR

At the top of the calculator, select the tab "Calculate Clicks"

Select the Campaign Type: "Paid Ad" or "Email"

Enter the estimated CTR for the campaign

If Paid Ad, enter the number of "Impressions" you expect to receive

Optional: Enter the "Ad Spend" or the amount spent you will spend on your paid ad campaign

If Email, enter the "Emails Opened" or number of emails you expect to be opened from your campaign

You'll see the estimated number of clicks resulting from the campaign. If you specified Ad Spend, you'll also see the Cost-per-click (CPC) and the Cost-per-impressions (CPM).

Click-through-rate (CTR) Formula

The CTR calculation can be applied to paid ads as well as emails, with some key differences.

Ads CTR Formula

Paid ad CTR is calculated by taking the total unique clicks by the total impressions received by the ad.

Email CTR Formula

Email CTR is calculated by taking the number of recipients who have clicked on a link in an email divided by the number of recipients who opened that email.

Note that some email service providers (ESPs) may define email CTR differently, instead using the number of emails delivered as the denominator.

Example Click-through-rate (CTR) Calculation

We are given these performance stats of an email campaign:

Number of emails sent = 5,000

Number of emails bounced = 20

Number of emails opened = 2,000

Number of recipients who clicked on a link = 100

We want to know the email CTR:

We take number of recipients who clicked and divide that by the number of emails opened