Ad Metrics Calculator
Turn your campaign totals into CTR, CPC, CPM, conversion rate, CPA and ROAS, and see which part of the funnel is costing you. Free, instant, and nothing you type leaves your browser.
Your campaign
Results
Runs in your browser; nothing you enter is sent or stored. Use numbers from one platform and one date range.
The formulas
- CTR (click-through rate) = clicks ÷ impressions × 100. How often people who saw the ad clicked it.
- CPC (cost per click) = spend ÷ clicks.
- CPM (cost per thousand impressions) = spend ÷ impressions × 1,000.
- Conversion rate = conversions ÷ clicks × 100. How often a click turned into an order, lead or sign-up.
- CPA (cost per acquisition) = spend ÷ conversions.
- ROAS (return on ad spend) = revenue ÷ spend.
Worked example
A campaign spends 500 and gets 40,000 impressions, 800 clicks, 20 orders and 1,500 in sales.
- CTR = 800 ÷ 40,000 × 100 = 2%
- CPC = 500 ÷ 800 = 0.63
- CPM = 500 ÷ 40,000 × 1,000 = 12.50
- Conversion rate = 20 ÷ 800 × 100 = 2.5%
- CPA = 500 ÷ 20 = 25
- ROAS = 1,500 ÷ 500 = 3
How the numbers connect
The metrics are links in one chain, which tells you where to look when a campaign is too expensive:
- 1.CPM = CPC × CTR × 10 (with CTR as a percentage). In the example, 0.625 × 2 × 10 = 12.50. If CPM rises and CTR stays flat, you are paying more for the same attention: the audience or placement got more expensive.
- 2.CPA = CPC ÷ conversion rate (with the rate as a fraction). In the example, 0.625 ÷ 0.025 = 25. A high CPA comes either from expensive clicks (fix the ad and targeting) or from clicks that don't convert (fix the offer and landing page).
- 3.ROAS = average order value ÷ CPA. If each order brings 75 and costs 25 to win, ROAS is 3.
So when CPA is too high, check CTR first (the ad), then conversion rate (the page), then CPM (the audience and auction).
Which metric matters for which goal
- Awareness: CPM and reach. Clicks matter less.
- Traffic: CPC and CTR, plus how long visitors stay.
- Leads or sales: CPA and conversion rate, and ROAS if you track revenue.
Industry "benchmarks" for these numbers vary widely by platform, country, season and product, and many published figures are old or unsourced. Compare a campaign with your own past results and with your break-even point instead.
Is a campaign profitable?
ROAS on its own doesn't tell you. A ROAS of 3 can lose money on a product with thin margins. Enter your price and costs in the ROAS Calculator to get your break-even ROAS and the most you can pay per order, then compare it with the CPA and ROAS here. To see which ad brought each sale, tag your links with the UTM Builder.
Frequently asked questions
What is the difference between CPC and CPM?
CPC is what you pay per click. CPM is what you pay per 1,000 impressions, whether or not anyone clicks. They are linked by CTR: CPM = CPC × CTR × 10, with CTR as a percentage.
How do I calculate CPA?
Divide ad spend by the number of conversions. If you spent 500 and got 20 orders, CPA is 25. It is the same as CPC divided by the conversion rate.
What is a good CTR or ROAS?
It depends on the platform, audience, product and margin, so a single number would mislead you. For ROAS, the useful threshold is your break-even ROAS, which the ROAS Calculator works out from your price and costs.
Should I use link clicks or all clicks?
Use link clicks (clicks that go to your site) for CPC and conversion rate. "All clicks" on some platforms include likes, profile taps and expanding the text, which makes CPC look cheaper than it is.
Why are my results different from Ads Manager?
Platforms count conversions with their own attribution windows and may model some of them. Use the platform’s own totals for the same date range in every field to match its figures.
Is my data saved?
No. The calculator runs in your browser and nothing you type is sent to our servers.