To get your AdSense CTR, divide clicks by impressions. For ad CTR that means ad clicks divided by ad impressions, and for page CTR it's ad clicks divided by page views. Enter the two numbers from your AdSense report above and you get the rate. Set a target CTR and the tool shows the clicks those impressions would bring at that rate, and how many more than today.
Which AdSense CTR you're working out
- Ad CTR: for standard ads, enter ad clicks as clicks and ad impressions as impressions. 5 clicks on 1000 ad impressions is an ad CTR of half a percent.
- Page CTR: enter ad clicks as clicks and page views in the impressions box. 2 clicks on 250 page views is a page CTR of 0.8%. In AdSense reports this metric only shows under the Advanced metric family tab.
The two rates answer different questions. Ad CTR tells you how often a single ad gets clicked. Page CTR tells you how often a page view ends in an ad click, however many ads the page shows. Use the same type of number in both boxes or the rate won't mean anything.
From the AdSense Help glossary, read in October 2026.
It won't estimate earnings
It gives the rate and the clicks only. It doesn't estimate earnings, CPC or RPM, and it doesn't connect to your AdSense account, so you type the numbers in yourself. Nothing you enter leaves your browser.
The target rate is a what-if. It shows the clicks a higher CTR would bring on the same impressions. It can't tell you whether that rate is realistic for your site.
This cTR calculator is free with no signup. SearchBlueprint, who make it, sell SEO planning for websites: which searches each page should answer.