Collect the matching inputs.
Export clicks and impressions from the same ad platform, campaign and period. Use totals to calculate the weighted rate rather than averaging campaign percentages.
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Acquisition · CTRClick-through rate.
Click-through rate.
Make every impression more relevant.
Advertising click-through rate measures clicks as a percentage of ad impressions. It tells you how often an ad display leads to a click, before any purchase happens.
Start with your numbers.
CTR calculator
01 / The definitionWhat is
What is
click-through rate?
Advertising click-through rate measures clicks as a percentage of ad impressions. It tells you how often an ad display leads to a click, before any purchase happens.
A higher CTR can attract lower-intent traffic. Judge creative with post-click conversion, acquisition cost and revenue too.
02 / The measurementA clear formula.
A clear formula.
A useful comparison.
CTR =Ad clicks ÷ Ad impressions × 100
Read the result in context.
Compare the same network, format, device and brand versus non-brand targeting. Search ads and display ads should not share one target.
Document the comparison.
Keep the reporting dates, population, exclusions and calculation with every result. Show underlying counts as well as the average or rate, so a small sample does not look more conclusive than it is.
Illustrative example
From inputs to insight.
- Ad clicks
- 200
- Ad impressions
- 10,000
- CTR
- 2%
2% CTR. These are ad clicks, not unique email recipients or recommendation users.
Try your numbers ↑03 / Industry benchmarksContext first.
Context first.
Targets second.
Compare the same network, format, device and brand versus non-brand targeting. Search ads and display ads should not share one target.
Use the source’s population and measurement rules to decide whether the comparison applies to your store.
Google Ads median CTR
External context| Segment | Reported result |
|---|---|
| Apparel & accessories | 1.67% |
| Beauty | 1.61% |
| Home & garden | 1.54% |
Source: Triple Whale Google Ads benchmarks ↗. August 2025–July 2026. Google Ads data; network mix and targeting affect comparability. These are not email or recommendation click rates.
04 / Clerk customer evidenceReal stories.
Real stories.
Clear measurement limits.
We have not verified a published Clerk customer case with a quantified click-through rate result matching this page’s definition.
What would count as useful evidence?
A case reporting ad clicks and ad impressions, with the time window and comparison method. General revenue growth or a related engagement metric does not establish this result.
Customer stories describe individual implementations. They are not industry benchmarks, guarantees or standardized causal tests.
05 / Put it into practice
Make every impression more relevant.
Keep product availability, price and the landing-page message aligned with the creative that generated the click.
06 / Common questionsA little more
A little more
clarity.
How do I calculate click-through rate?
Ad clicks ÷ Ad impressions × 100. 2% CTR. These are ad clicks, not unique email recipients or recommendation users.
What should I check before comparing results?
A higher CTR can attract lower-intent traffic. Judge creative with post-click conversion, acquisition cost and revenue too.
What is a good click-through rate?
Compare the same network, format, device and brand versus non-brand targeting. Search ads and display ads should not share one target.
Does a higher attributed result prove incremental growth?
No. Attribution connects an interaction with an outcome under a reporting rule. To estimate what a change added, compare randomly assigned treatment and control groups using the same eligible population and a predefined measurement window.
Keep learning
Connect the numbers.
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