How to use the calculator
- Copy the numbers from your Meta Ads Manager, Google Ads, TikTok or YouTube report: spend, impressions, clicks, conversions and revenue.
- All six metrics are calculated instantly. Leave a field blank if you don’t have it — the related metrics are skipped.
- Use Plan a budget to estimate how many impressions, clicks and sales a budget should produce at expected rates.
Advertising metrics explained
| Metric | Formula | Tells you |
|---|---|---|
| CPM (cost per mille) | Spend ÷ Impressions × 1,000 | Cost of reaching 1,000 people — how expensive the audience is |
| CPC (cost per click) | Spend ÷ Clicks | What each visit to your site costs |
| CTR (click-through rate) | Clicks ÷ Impressions × 100 | How compelling the ad is |
| Conversion rate | Conversions ÷ Clicks × 100 | How well your landing page or offer converts |
| CPA (cost per acquisition) | Spend ÷ Conversions | What each sale or lead costs |
| ROAS (return on ad spend) | Revenue ÷ Spend | Revenue per unit of currency spent |
The metrics are linked: CPC = CPM ÷ (CTR × 10) and CPA = CPC ÷ conversion rate. If your CPA is too high, these formulas show where to look — an expensive audience (high CPM), a weak ad (low CTR) or a weak landing page (low conversion rate).
What is a good CTR or CPM?
Benchmarks vary widely by platform, country, industry and season. Search ads typically have far higher CTRs than social feed ads because people are actively searching. CPMs in South Asian markets are usually much lower than in the US, UK or Canada, and almost every market gets more expensive during festive seasons such as Eid, Black Friday and the end-of-year holidays. Compare against your own past campaigns first.
Is my campaign profitable?
ROAS alone doesn’t tell you. If your profit margin before ads is 30%, you need a ROAS above about 3.3 just to break even (1 ÷ 0.30). Calculate your break-even point with our ACoS Calculator or the Break-Even Calculator, and tag links with the UTM Builder to track sales accurately in analytics.
Frequently asked questions
How do I calculate CPM?
Divide the ad spend by the number of impressions and multiply by 1,000. Spending 15,000 for 250,000 impressions is a CPM of 60.
What is the difference between CPC and CPM?
CPC is the cost of each click; CPM is the cost of 1,000 impressions. CPC = CPM ÷ (CTR × 10).
What is a good ROAS?
Any ROAS above your break-even ROAS (1 ÷ profit margin before ads) is profitable. Many e-commerce businesses target 3–4 or more.
Does this work for Facebook and Google Ads?
Yes. The formulas are standard across Meta, Google, TikTok, YouTube, LinkedIn and Amazon advertising.