Calculator inputs
Example data table
| Campaign | Platform | Impressions | Clicks | Actual CTR | Benchmark CTR | Performance Index |
|---|---|---|---|---|---|---|
| Product Launch Reel | Meta | 120,000 | 1,860 | 1.55% | 1.18% | 131.36 |
| Explainer Pre-Roll | YouTube | 250,000 | 1,325 | 0.53% | 0.61% | 86.89 |
| Short Offer Video | TikTok | 98,000 | 1,715 | 1.75% | 1.39% | 125.90 |
| Lead Gen Demo Clip | 64,000 | 420 | 0.66% | 0.58% | 113.79 |
Formula used
CTR = (Clicks ÷ Impressions) × 100
Benchmark CTR = Base Platform Benchmark × Placement Multiplier × Objective Multiplier × Device Multiplier × Industry Multiplier
Performance Index = (Actual CTR ÷ Benchmark CTR) × 100
Start Rate = (Video Starts ÷ Impressions) × 100
Completion Rate = (Completed Views ÷ Video Starts) × 100
CPC = Spend ÷ Clicks
95% Band = Benchmark Proportion ± 1.96 × √(p × (1 - p) ÷ Impressions)
The tool lets you override the computed benchmark with a custom CTR when your team already uses a verified internal target.
How to use this calculator
- Enter the campaign name and select the platform, placement, objective, device mix, and industry.
- Fill in impressions, clicks, video starts, completed views, spend, and your target CTR.
- Leave the custom benchmark field empty to use the model benchmark, or enter your own team benchmark.
- Click Calculate benchmark to show the result directly below the header and above the form.
- Review actual CTR, benchmark CTR, deltas, cost metrics, completion rates, confidence range, and grade.
- Use the CSV or PDF buttons to export the result summary for reporting or sharing.
FAQs
1. What does video CTR measure?
Video CTR measures the percentage of impressions that produced clicks. It helps you judge whether your video creative, message, audience, and call to action are strong enough to drive action.
2. Why compare CTR against a benchmark?
A raw CTR number has limited context. Benchmarking shows whether the result is weak, average, or excellent for a platform, placement, device mix, campaign goal, and industry.
3. Why is my benchmark different across channels?
User behavior varies by channel and format. A short in-feed clip on TikTok or Meta usually attracts more quick taps than a pre-roll or connected TV placement.
4. Should I use a custom benchmark?
Use a custom benchmark when your brand has dependable historical data, category norms, or internal targets. That keeps campaign comparisons aligned with your own performance standards.
5. What if CTR is high but completions are low?
That often suggests strong curiosity but weak retention. The opening frame or offer may earn clicks, while pacing, relevance, or message quality reduces deeper engagement.
6. Why does the calculator show a confidence band?
The confidence band helps you separate normal sampling noise from a likely real difference. Larger impression counts usually produce tighter ranges and more reliable conclusions.
7. Is a higher performance index always better?
Usually yes, but not by itself. A strong index should still be checked beside CPC, completion rate, quality of traffic, and downstream conversions before final optimization decisions.
8. Can I use this for A/B creative testing?
Yes. Run the tool for each creative variant, compare benchmark deltas, and look for stronger CTR with efficient costs and acceptable completion behavior before scaling spend.