CTR Calculator (2026 benchmarks)
Calculate your click-through rate in seconds and see how it compares against 2026 averages for Google Ads, Meta Ads, LinkedIn, and TikTok Ads — broken down by industry. CTR is the single most important upstream metric in paid media: every percentage point you add compounds through both volume and price.
How to calculate click-through rate
A 2% CTR is terrible on Google Search, above average on Meta, and phenomenal on LinkedIn. Any CTR analysis that doesn't specify the channel is meaningless noise.
# CTR formula CTR = clicks / impressions × 100 # Example: 5,800 clicks from 250,000 impressions → 5800 / 250000 × 100 = 2.32%
Average CTR by channel in 2026
Microsoft Ads (Bing) often surprises media buyers — its CTR sits well above Meta and TikTok because Bing search audiences are smaller and less ad-saturated than Google's. LinkedIn looks low but the clicks cost 5–10× more AND convert at much higher rates for B2B. Entertainment and low-intent verticals will always sit below these averages; finance and legal typically sit above.
How to improve CTR fast
The #1 CTR killer in 2026 is audience breadth. Platforms pushed advertisers toward broad targeting for three years and most accounts now run audiences 2–5× too wide. Narrow first, then test creative.