CTR Calculator
Click-through as a bidding lever.
Click-through rate
0.9%
$1.04 cost per click
On CPM pricing, click-through rate and cost per click move inversely — raising CTR from 0.9% to 1.4% would cut CPC from $1.04 to $0.67 at the same auction price. Creative is a bidding lever, not just a branding one.
How the CTR Calculator works
On CPM pricing, click-through rate and cost per click move inversely. Raising CTR from 0.9% to 1.4% cuts your effective CPC by more than a third at the same auction price — which makes creative a bidding lever, not just a branding one.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
How is CTR calculated?
Clicks divided by impressions, as a percentage. 5,580 clicks on 620,000 impressions is 0.9%.
What is a good CTR?
It varies enormously by placement. Search ads on high-intent terms commonly exceed 3%; social feed ads are often under 1%; display is a fraction of that. Compare against your own history, not a benchmark.
Does CTR affect what I pay?
Directly on CPM platforms, where CPC is CPM divided by CTR. Indirectly on auction platforms, where click-through feeds quality signals that lower the price for the same position.
How do I improve CTR?
Creative and offer, in that order. Targeting changes who sees the ad; creative changes whether they act. On mature accounts creative is almost always the larger lever.