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Click-through rate (CTR) calculator
Calculate your click-through rate (CTR) for emails, ads, search results, and social posts. Enter your clicks and emails delivered (or impressions), and see how your CTR compares with channel averages.
Emails sent minus bounces.
How many times the ad, result, or post was shown.
How many unique clicks your email got.
How many times people clicked it.
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Enter your numbers to see the CTR formula filled in. - Clicks can’t be more than emails delivered or impressions.
What is click-through rate (CTR)?
Click-through rate (CTR) is the percentage of people who click a link in your email, ad, or post. In ads and search, CTR = clicks ÷ impressions × 100. In email, CTR = unique clicks ÷ emails delivered × 100. A higher CTR usually means your message, subject line, or ad is relevant to your audience.
How to use the CTR calculator
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1
Choose a tab
Pick Email if you have emails delivered, or Ads, search & social if you have impressions.
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2
Enter your numbers
Add your emails delivered and clicks (unique clicks for standard CTR), or your impressions and clicks. Your CTR appears as you type.
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3
Compare your results
Check your results against the channel averages and against your own past campaigns.
CTR formula
The formula is the same idea everywhere. Only the number you divide by changes: emails delivered for email, and impressions for ads, search, and social.
Example: 420 unique clicks ÷ 12,000 emails delivered × 100 = 3.5%
Example: 150 clicks ÷ 7,500 impressions × 100 = 2%
What is a good click-through rate?
A good CTR is one above the average for your channel. Use these averages as a starting point, then compare your CTR with your own past results.
| Channel | Average CTR | Source |
|---|---|---|
| Email campaigns | 0.74% | Omnisend email benchmarks |
| Email automations (welcome, abandoned cart) | 4.66% | Omnisend email benchmarks |
| Facebook ads (traffic campaigns) | 1.93% | WordStream Facebook ads benchmarks 2026 |
| Facebook ads (lead campaigns) | 2.7% | WordStream Facebook ads benchmarks 2026 |
| Google search ads | 6.64% | WordStream Google Ads benchmarks 2026 |
CTR vs. click-to-open rate vs. click rate
Three email metrics that sound alike, but don’t always mean the same thing.
Shows how many of the people who got your email clicked, so it reflects the subject line and the content together.
Shows how well the email itself worked for the people who opened it. Use the click-to-open rate calculator
In most email reports, click rate means the same as CTR. Some tools count total clicks instead of unique ones, so check which your report uses.
Note: In Omnisend reports, click rate is the share of recipients who clicked at least one link, so it works the same way as standard CTR.
Emails sent at the right moment get clicked. Welcome, abandoned cart, and back-in-stock automations reach shoppers just when they’re interested.
Keep learning
FAQ
How do you calculate click-through rate?
For email, divide unique clicks by emails delivered and multiply by 100. For ads, search, and social, divide clicks by impressions and multiply by 100. For example, 420 unique clicks from 12,000 delivered emails is a 3.5% CTR. The calculator above does the math for both.
What is a good click-through rate?
It depends on the channel. Google search ads average 6.64%, and Facebook ads average 1.93% for traffic campaigns and 2.7% for lead campaigns. Omnisend email campaigns average 0.74%, while automated emails average 4.66%. Compare your CTR with your own past results as well as these averages.
Is a 2% CTR good?
For email campaigns, yes: it’s well above the 0.74% Omnisend average. It’s also slightly above the 1.93% average for Facebook traffic campaigns. For Facebook lead campaigns (2.7%) and Google search ads (6.64%), 2% is below average, so the ad copy, targeting, or keywords may need work.
What is a good CTR for email marketing?
For campaigns, Omnisend’s benchmarks put the average CTR at 0.74%. Automated emails, like welcome and abandoned cart messages, average 4.66% because they reach people right when they’re interested. A CTR above the average for your email type is a good result.
What’s the difference between CTR and click-to-open rate?
CTR divides clicks by emails delivered, so it reflects the subject line and the email together. Click-to-open rate (CTOR) divides clicks by opens, so it only measures how well the content worked for people who opened it. A low CTR with a healthy CTOR usually points to the subject line.
Why is my CTR low?
The usual reasons are a subject line or ad that doesn’t match the content, an unclear call to action, an offer that isn’t relevant to the people seeing it, or a list that isn’t segmented. For email, also check that the main button sits near the top and that links work on mobile.
Is the Omnisend CTR calculator free?
Yes. The CTR calculator is free, and you don’t need to sign up. Use it for as many emails, ads, search results, or social posts as you like.
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