How to calculate CTR
Divide clicks by impressions and multiply by 100. If an ad records 250 clicks from 10,000 impressions, CTR is 2.5%. Changes in placement, audience, creative, and search intent can affect the rate. Compare similar campaigns and inspect conversion quality and cost per result alongside CTR.
Read the result in context
Impressions are times shown, not unique people. CTR alone does not show conversions or whether the clicks were valuable. Do not add CTR percentages across campaigns; combine their clicks and impressions first. Use counts from the same campaign, format, and reporting period. The percentage is a descriptive measure, not a guarantee of a conversion or business outcome.