Ad Metrics Calculator

How it works

Fill in any of the five fields: impressions, clicks, cost, conversions and revenue. The calculator computes only the metrics whose inputs you gave, so a campaign without revenue tracking still gets CTR, CPC, CPM, CPA and conversion rate.

CTR              = clicks / impressions
CPC              = cost / clicks
CPM              = cost / impressions × 1,000
CPA              = cost / conversions
conversion rate  = conversions / clicks
ROAS             = revenue / cost          (shown as 4.25x)
profit           = revenue − cost
ROI              = (revenue − cost) / cost

Each metric is a single division of the values you entered. No metric is derived from another rounded one, so rounding never compounds. Money is handled internally as whole cents and counts as whole numbers, not as decimals. Results are rounded half-up, meaning a tie rounds away from zero.

Some entries are rejected rather than guessed at:

• Clicks cannot exceed impressions. A click needs an impression, so a CTR above 100% means a data entry error.
• Conversions cannot exceed clicks when both are filled in. See the note on view-through conversions below.
• A zero denominator (zero clicks, zero cost and so on) marks only the metrics that depend on it as not defined. The rest still compute. Zero clicks makes CPC and conversion rate undefined but leaves CTR and CPM intact.
• Impressions, clicks and conversions must be whole numbers.

Everything runs in your browser. The numbers you enter are not sent to a server.

Examples

A campaign with 100,000 impressions, 2,500 clicks, $1,250.00 of spend, 120 conversions and $6,000.00 of revenue:

| Metric | Calculation | Result | |---|---|---| | CTR | 2,500 / 100,000 | 2.5% | | CPC | 1,250.00 / 2,500 | $0.50 | | CPM | 1,250.00 / 100,000 × 1,000 | $12.50 | | CPA | 1,250.00 / 120 = 10.4166… | $10.42 | | Conversion rate | 120 / 2,500 | 4.8% | | ROAS | 6,000.00 / 1,250.00 | 4.8x | | Profit | 6,000.00 − 1,250.00 | $4,750.00 | | ROI | 4,750.00 / 1,250.00 | 380% |

A check you can do by eye: CPC divided by the conversion rate gives CPA. $0.50 / 0.048 is $10.4167, which matches. And ROI is ROAS minus one, as 4.8 − 1 gives 3.8, or 380%.

Partial data. If you only know impressions, clicks and cost, you get CTR, CPC and CPM. Add conversions and CPA and conversion rate appear. Add revenue and ROAS, profit and ROI appear.

Things to watch for

ROAS and ROI are not the same number. ROAS 4x does not mean 400% profit. At 4x, $1 of ads brought $4 of revenue, so the profit on the ad spend is $3, an ROI of 300%. ROI is always ROAS minus one. Both are also computed on revenue, so neither accounts for what the product cost you to make or ship.

Break-even ROAS is 1 divided by your margin. If you keep 25% of each sale after product costs, you break even at 1 / 0.25 = 4x. At 4x you have recovered the ad cost and nothing more; a ROAS of 3x on that product loses money even though the ROAS looks healthy. Work out your margin first, which the profit margin calculator does.

CTR and conversion rate measure different steps. CTR is whether the ad made someone click, from impression to click. Conversion rate is whether the page made that visitor buy or sign up, from click to result. A high CTR with a low conversion rate usually points at the landing page or at an ad that promised something the page does not deliver.

Match the metric to the goal. For an awareness campaign, where the aim is to be seen, CPM is the cost to compare because there may be few clicks or sales to measure. For a sales campaign, CPA and ROAS matter, because they tie spend to results.

Conversions above clicks. Some platforms count view-through conversions: someone saw the ad, did not click, and converted later. These can push conversions above clicks, which this calculator does not accept. In that case use the platform's own reporting.

Platform numbers will not always match. Attribution windows, click versus view credit and modeled conversions all change what a platform reports. Match the date range and the definitions before comparing.

What it does not do. It applies no platform fees, taxes or agency commissions, so add them to cost if you want them counted. It does not convert currencies; enter everything in one currency. It also shows no benchmarks, because CTR, CPC and CPM vary too much by industry and country for a single reference figure to be honest.

For the return on a general investment, see the ROI calculator. For turning two counts into a rate or a change, the percentage calculator covers it.