CTR vs conversion rate: keep the denominator visible
CTR measures clicks divided by impressions. Click-based conversion rate measures conversions divided by eligible clicks. With 100,000 impressions, 1,000 clicks and 40 conversions, CTR is 1%, click CVR is 4%, and impression-to-conversion rate is 0.04%.
CTR vs conversion rate: keep the denominator visible
| Metric | Numerator | Denominator | Result for the same example |
|---|---|---|---|
| CTR | 1,000 clicks | 100,000 impressions | 1.00% |
| Click-based CVR | 40 conversions | 1,000 eligible clicks | 4.00% |
| Impression-to-conversion rate | 40 conversions | 100,000 impressions | 0.04% |
Formula & method
CTR = clicks ÷ impressions × 100%
Click CVR = conversions ÷ eligible clicks × 100%
Full-funnel fraction = CTR fraction × click CVR fractionDraw the funnel before comparing percentages: an impression may lead to a click, and a click may lead to a defined conversion. Multiplying the two rates works only when they describe the same cohort and compatible counting rules.
Platforms may define conversion rate using eligible ad interactions, including video interactions, rather than all clicks. Several conversion actions per interaction can also produce a reported CVR above 100%. State the event, denominator, attribution window and count setting when sharing a result.
Worked example
Improving CTR from 1% to 2% while click CVR falls from 4% to 2% leaves the impression-to-conversion rate at 0.04%. More clicks alone do not prove that the complete funnel improved.
What can change the answer
Do not multiply rates from different date ranges or incompatible attribution models. The example assumes conversions are attributed to the displayed click cohort.
Sources & definitions
Method checked:
Continue with a related task
CTR Calculator
CTR is recorded clicks divided by impressions, multiplied by 100. A result of 180 clicks from 12,000 impressions is 1.5%.
Conversion Rate Calculator
Conversion rate equals conversions divided by eligible interactions, multiplied by 100. Forty-two conversions from 1,400 interactions gives 3%.
Percentage Calculator
Calculate a percentage of a base value and the value after that percentage is added or removed. Enter a negative base only when it makes sense for your task.
CPM Calculator
CPM equals advertising spend divided by impressions, multiplied by 1,000. A spend of 1,200 for 400,000 impressions gives a CPM of 3 in the same currency.