Marketing / Advertising
Ad Metrics Calculator: CPM, CPC, CTR, CPA, and ROAS
Work out CPM, click-through rate, cost per click, conversion rate, cost per acquisition, and return on ad spend from a campaign's spend, impressions, clicks, conversions, and revenue, or plan what a budget should deliver at expected rates.
Ad Metrics Calculator: CPM, CPC, CTR, CPA, and ROAS: Each metric is a ratio of the totals: 500 spent on 100,000 impressions, 1,500 clicks, and 45 conversions worth 2,250 is a CPM of 5.00, a CTR of 1.5%, a CPC of 0.33, a conversion rate of 3%, a CPA of 11.11, and a ROAS of 4.5×. In plan mode, 1,000 at a CPM of 8 buys 125,000 impressions, and at 1.2% CTR and 2.5% conversion, about 37 conversions. Runs 100% locally in your browser with zero server file uploads.
- Category
- Business & admin tools
- Runs
- In your browser
- Cost
- Free · no sign-up
- Availability
- Ready to use
Runs entirely in your browser
CPM is the cost of 1,000 impressions, CTR the share of impressions that are clicked, CPC the cost per click, conversion rate the share of clicks that convert, CPA the cost per conversion, and ROAS revenue divided by spend. A ROAS of 4× means 4 of revenue for every 1 spent, before the cost of the goods themselves, so the break-even ROAS is 1 ÷ your margin.
Example
To reach 100 conversions at a 3% conversion rate you need about 3,333 clicks; at a CPC of 0.40 that is a budget of about 1,333.
Margins
To see what price leaves your margin after fees and advertising, use the product pricing calculator.
How to use it
- Choose metrics from totals or a plan from a budget.
- Enter the campaign totals, or the budget and expected rates.
- Read every metric.
Privacy & limitations
Everything is calculated in your browser.
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Frequently asked questions
What is a good ROAS?
It depends on your margin: the break-even ROAS is 1 ÷ gross margin, so a product with a 40% margin needs at least 2.5× before advertising pays for itself.
CPA or CPC: which matters more?
CPA, if conversions are the goal: a cheap click that never converts costs more in the end than an expensive one that does.
Why do platforms report different numbers?
Ad platforms count conversions with their own attribution windows and models, so their totals rarely match your shop or analytics data.
Free tool · runs in your browser · no account required