Click-Through Rate (CTR) Calculator
From clicks and impressions, compute the click-through rate — how often a viewed ad/link gets clicked.
輸入資料
計算結果
重點速覽：CTR = clicks / impressions x 100%. It measures how often a shown ad/link gets clicked — a core gauge of creative relevance and audience appeal. Higher CTR = better match/interest. WARNING: CTR only reflects click appeal, not outcomes; pair with conversion rate, CPA and ROAS. Benchmarks differ by platform/type (search > display); compare like-for-like. Education, not advice.
計算公式
點擊率 (CTR) = 點擊數 ÷ 曝光數 × 100%。
$$CTR = \dfrac{\text{Clicks}}{\text{Impressions}} \times 100\%$$使用說明
- Enter the clicks.
- Enter the impressions.
- View the CTR to judge creative/audience appeal.
點擊率 (CTR) 計算範例
| 情境 | 點擊數 | 曝光數 | CTR |
|---|---|---|---|
| 表現一般 | 3,500 | 250,000 | 1.40% |
| 表現良好 | 5,000 | 250,000 | 2.00% |
| 曝光稀釋 | 3,500 | 500,000 | 0.70% |
CTR = 點擊數 ÷ 曝光數 × 100%。在點擊數固定下，曝光越多 CTR 反而越低 — CTR 衡量的是『每次曝光的點擊效率』而非點擊總量。
理財情境案例
案例一：計算廣告的 CTR
假設某廣告被展示 (曝光) 250,000 次，其中有 3,500 次被點擊。
套用公式：CTR = 點擊數 ÷ 曝光數 × 100% = 3,500 ÷ 250,000 × 100% = 1.4%。
這代表：每 100 次曝光中，約有 1.4 次點擊。CTR 是衡量『廣告吸引力與相關性』的核心指標 — 它回答『看到廣告的人，有多少比例願意進一步點擊』,而非只看點擊的絕對數量。
案例二：CTR 與點擊成本的連動
比較兩則廣告，同樣曝光 250,000 次：A 有 5,000 點擊 → CTR = 2.0%;B 有 3,500 點擊 → CTR = 1.4%。A 的相關性/吸引力明顯優於 B。
在 CPM 計價下 (假設兩者 CPM 相同)，高 CTR 直接壓低每次點擊成本：因為固定的曝光成本被更多點擊攤薄。若 CPM = 100 港元，A 的 CPC = CPM ÷ (CTR×10) = 100 ÷ 20 = 5 港元;B 的 CPC = 100 ÷ 14 ≈ 7.14 港元。
這說明 CTR 不只是『吸引力指標』,更直接影響投放經濟性 — 提升 CTR (優化標題、圖像、行動呼籲、受眾定向) 能在不加預算下降低獲取流量的成本。此外，Google Ads 等平台會把 CTR 納入『品質分數』,高 CTR 還能降低競價、提升排名，形成正向循環。
常見問題
What is a good CTR?
No absolute standard — it depends on platform and ad type. Search (high intent) is usually higher; display/social lower. Compare with your own history and same-type benchmarks, and A/B test headlines, images and audiences.
Does high CTR mean success?
Not necessarily. CTR only reflects click appeal, not conversion. If clicks come from irrelevant users who never convert, budget is wasted. Judge with conversion rate, CPA and ROAS, tying clicks to actual revenue.
How do I improve a low CTR?
Review the creative: is the headline compelling, the image clear, the CTA explicit? Then check audience targeting, placement and timing. A/B test each element to find the combination that resonates with your target.
What CTR benchmarks apply across channels?
There is no universal 'good' number; it depends on ad type, channel, industry and placement. Roughly: search ads (respond to intent) often 1%-5%+; display (interruptive banners) often 0.1%-1%; social sits in between and varies by format. Compare against your own history, same-channel/industry benchmarks, and A/B variants — not across unrelated channels. And high CTR is meaningless if it doesn't convert; evaluate with conversion rate, CPA and ROAS.
Can CTR be too high — what are invalid clicks?
Usually we want high CTR, but abnormally high CTR can be a red flag from invalid clicks (bot/automated traffic, competitor click fraud, publisher self-clicks, accidental mobile taps) or misleading creative that baits clicks but doesn't deliver. These inflate CTR without conversions (high bounce, low conversion). Platforms filter some and refund; still watch for anomalies. A healthy high CTR comes with reasonable dwell time, low bounce and normal conversion.
相關工具
參考資料
內容審核：香港計算器財經團隊。計算邏輯與公式參考香港金融管理局（HKMA）及投資者及理財教育委員會（IFEC）之個人理財計算指引，結果僅供參考，實際以相關機構公佈為準。