Enter your impressions and clicks to get your click-through rate (CTR), plus cost per click, CPM, expected sales and the impressions you need for a click goal. Or compare two ads, pins or headlines and see whether the winner is real or could just be chance.
Mode: work out the CTR of one ad, pin or link, or compare creative A with creative B.
Example helper: tap an example to fill in the numbers, then replace them with your own.
Planning estimate only. The chance check is a standard two-proportion test at 95% confidence. It can’t account for ad platforms showing each version to different audiences or at different times.
Quick answer: Divide your clicks by your impressions, then multiply by 100. For example, 750 clicks from 50,000 impressions is a 1.5% CTR: 1.5 out of every 100 people who saw the ad or pin clicked it.
The calculator uses only the numbers you enter — no hidden averages. In One creative mode it gives your CTR, plus cost, sales and goal figures if you fill in the optional box. In Compare A/B mode it shows both CTRs, the lift between them, and a chance check.
CTR = clicks ÷ impressions × 100
Cost per click (CPC) = ad spend ÷ clicks
CPM = ad spend ÷ impressions × 1,000
Expected sales = clicks × conversion rate
Impressions needed = click goal ÷ CTR
A/B lift = (CTR B − CTR A) ÷ CTR A × 100
Impressions needed are rounded up. The chance check is a two-proportion z-test: it passes when a gap this size would appear by chance less than 5% of the time.
These three numbers describe different steps of the same campaign, so look at them together before changing anything:
| Metric | What it measures | What it tells you to work on |
|---|---|---|
| CTR | Clicks ÷ impressions | Your headline, image, hook and targeting |
| CPC | Ad spend ÷ clicks | How much each visitor costs you |
| Conversion rate | Sales ÷ clicks | Your landing page and how well the offer fits |
A clickbait headline can raise CTR while bringing visitors who never buy. Always check what happens after the click: if CTR goes up but sales stay flat, the extra clicks aren’t helping. On Google Ads, expected CTR is one part of Quality Score, which can affect what you pay per click, so relevant ads that earn clicks honestly help twice.
Example values are only placeholders. Your result is only as accurate as the numbers you put in:
| Input | Where to find it | Tip |
|---|---|---|
| Impressions and clicks (ads) | Meta Ads Manager, Google Ads, Pinterest Ads | Use link clicks, not all clicks, so likes and profile taps don’t count. |
| Impressions and clicks (free) | Pinterest Analytics, Google Search Console | Search Console shows CTR per page and per search query. |
| Ad spend | Your ads dashboard for the same dates | Match the dates exactly to your clicks. |
| Conversion rate | Sales ÷ clicks from your affiliate dashboard | Our Conversion Rate Calculator can work this out for you. |
50,000 impressions and 750 clicks give a 1.5% CTR: one click every 67 impressions. With $300 of ad spend, that’s a $0.40 cost per click and a $6.00 CPM.
You want 2,000 clicks. At a 1.5% CTR you need about 133,334 impressions. Raise the CTR to 2% and you need only 100,000 — a quarter fewer.
The same 50,000 impressions at a 2% CTR bring 1,000 clicks — 250 more without paying for extra impressions. If 3% of clicks buy, that’s 30 expected sales instead of 22.5.
Creative A: 30 clicks from 2,000 impressions (1.5%). Creative B: 44 from 2,000 (2.2%). That’s a +46.7% lift, but the chance check doesn’t pass — a gap this size would show up about 10% of the time by luck. With 750 vs 1,100 clicks from 50,000 impressions each, the same lift passes easily.
It varies a lot by platform, ad format, niche and how well the ad matches what people are looking for, so there’s no single number that fits everyone. The most useful target is your own: compare each new ad with your past results on the same platform.
No. Clickbait can raise CTR while bringing visitors who don’t buy. Judge an ad by CTR together with conversion rate and cost per sale.
CTR measures clicks as a share of impressions: did people click? Conversion rate measures sales as a share of clicks: did those clicks buy?
Often it’s ad fatigue: the same people have seen the ad many times. It can also be more competition or a change in targeting. Try fresh creative or a new audience and compare.
It asks: if both creatives really had the same CTR, how often would a gap this big appear by luck? If that’s under 5%, the check passes and the winner is very likely real. If not, keep the test running.
No. It only changes the symbol shown. Enter your ad spend in the currency you choose.
To check whether a campaign pays, use the Affiliate ROI Calculator and the Affiliate Break-even Calculator, or browse all IncomeJets tools.
Disclaimer: This calculator is a planning tool, not an income promise. It uses only the numbers you enter and standard arithmetic and statistics. Results depend on your niche, offers, platform and effort.
Last updated: 11 October 2026 · By Udaychandra, IncomeJets