CTR calculator: work out your click-through rate

Enter clicks and impressions and the CTR calculator gives your click-through rate (clicks ÷ impressions × 100), with the right number to divide by for ads, email, social posts and QR codes.

Runs in your browser.

Clicks

From your short link or the email tool.

Emails delivered

From your email tool: delivered, not sent.

Click-through rate

CTR = clicks ÷ emails delivered × 100

Enter clicks and emails delivered to see your CTR.

Benchmark: Email

2.62% Email click rate, all Mailchimp users
Clicks ÷ emails delivered; campaigns to 1,000+ subscribers; data last updated December 2023. Source: Mailchimp

Another benchmark, and what it measures

3.25% Email click-through rate, GetResponse
4.4 billion messages sent by GetResponse customers in 2023. Source: GetResponse

Many email tools report unique clicks and try to filter bots; a short link counts every click, so its CTR can run higher.

CTR benchmarks with their definitions

Click-to-open rate (CTOR)

CTOR divides the same clicks by opens instead of emails delivered.

Opens

Unique opens, from your email tool.

Enter clicks above and opens here to see your CTOR.

8.62% Email click-to-open rate, GetResponse
Clicks ÷ opens, same dataset (4.4 billion messages sent in 2023). Source: GetResponse

Opens run high: Apple Mail Privacy Protection downloads remote content in the background "regardless of whether you engage with the email" (Apple). More recorded opens means a lower CTOR, so prefer CTR on delivered.

How many clicks will I get at a given CTR?

CTR

Your past CTR, or the one you're aiming for.

How many emails delivered

Enter a CTR and emails delivered to see the clicks to expect.

Need the clicks? A SendURL short link is a free link tracker: make one per placement so the clicks match the number you divide by. Testing two versions? Compare two CTRs.

CTR = clicks ÷ impressions × 100

Benchmarks checked 15 October 2026

The CTR formula

Click-through rate is clicks divided by impressions, times 100. A link shown 4,000 times and clicked 92 times has a CTR of 2.3%. Google Ads defines it the same way, as "clicks ÷ impressions" (Google Ads Help).

CTR = clicks ÷ impressions × 100
    = 92 ÷ 4,000 × 100
    = 2.3%

In a spreadsheet with clicks in column B and impressions in column C, the CTR per row is =IF(C2>0, B2/C2, ""). Format the column as a percentage.

Which number to divide by

The clicks are the easy half. The other number comes from wherever the link was shown, and it changes with the channel. Use one denominator per comparison: CTR on impressions and CTR on reach are different numbers.

The number to divide clicks by for each channel, and where it comes from
Channel	Divide clicks by	Where it comes from
Ads	Impressions	The ad platform
Search	Impressions	Search Console
Email	Emails delivered	The email tool
Email (CTOR)	Unique opens	The email tool (inflated by Apple Mail)
Social post	Impressions or reach	The platform's post insights
QR code on print	Copies printed, or footfall	Your print run or door count
Chat or DM	Recipients	The number of people you sent it to

Use one short link per placement, so the clicks you divide match the impressions you divide by. Setting that up across channels is in how to track link clicks.

Why a short-link CTR can run high

SendURL counts total clicks: every successful redirect, including repeat clicks by the same person. It has no unique-click count and no bot filtering, so link previews in Slack or iMessage and email security scanners that follow the link are counted too. Many email tools report unique clicks and try to filter bots, so their number is usually lower.

Check the clicks list for preview user agents before you compare; bot clicks and link previews explains what to look for. A CTR over 100% almost always means the clicks and the denominator don't match.

Is one CTR really higher than another?

With a few thousand recipients per version, differences of a few dozen clicks are often within chance. To check, put each version's clicks and audience into the A/B test calculator; it tells you whether the gap is significant, or how many more sends it would take to tell.

Frequently asked questions

How do you calculate CTR?

Divide clicks by impressions and multiply by 100: CTR = clicks ÷ impressions × 100. A link shown 4,000 times and clicked 92 times has a CTR of 2.3%. Google Ads defines it the same way, as clicks ÷ impressions.

What is the CTR formula for email?

Email CTR is clicks ÷ emails delivered × 100. Click-to-open rate (CTOR) divides by opens instead, and since Apple Mail Privacy Protection inflates opens, CTOR reads lower than it should.

What is a good CTR?

It depends on the channel and on how the vendor counts: Mailchimp's benchmark for all users is a 2.62% email click rate (data last updated December 2023). Compare yourself with your own past results first; the cited benchmarks, with their definitions, are in how to measure click-through rate.

Why is my CTR over 100%?

Because the clicks and the number you divide by don't match. A short link counts repeat clicks, link previews and email scanners, and a denominator such as reach, or one from a different date range, can come out smaller than the clicks.

Does CTR count unique clicks?

It depends on who counts. Many email tools report unique clicks and try to filter bots; SendURL counts every click on a short link, repeats and previews included, and has no unique-click count.