Ad metrics calculator
Calculate CPM, CPC, CTR, CVR, CPA and ROAS from one consistent campaign window.
Last updated
Your results
- CPM
- £12.00
- Spend for every 1,000 impressions.
- CPC
- £0.60
- Spend for each link click.
- CTR
- 2%
- Link clicks as a share of impressions.
- CVR
- 3%
- Click-through purchases as a share of link clicks.
- CPA
- £20.00
- Spend per attributed purchase.
- ROAS
- 3.5×
- Attributed revenue for each £1 spent on ads, not profit.
How to use this tool
Use one reporting window and a consistent measurement scope. Replace the example inputs with your own figures. The result updates locally as you type. Copy the result to your planning notes, or copy a link containing only the numeric inputs. Reset restores the illustrative example.
- Enter any of spend, impressions, clicks, conversions and revenue that you know.
- Read the derived CPM, CPC, CTR, conversion rate, CPA and ROAS.
- Look for the step where the funnel loses most people.
- Compare across ads using the same date range.
Worked example
With £1,200 spend, 100,000 impressions, 2,000 clicks, 60 purchases and £4,200 revenue, CPM is £12, CPC is £0.60, CTR is 2%, CVR is 3%, CPA is £20 and ROAS is 3.5.
Formula and units
CPM = spend / impressions × 1,000. CPC = spend / clicks. CTR = clicks / impressions × 100. CVR = purchases / clicks × 100. CPA = spend / purchases. ROAS = revenue / spend.
Assumptions and review notes
These six figures describe different parts of the same funnel. Cheap impressions are not necessarily qualified visits. A high click rate can coexist with low conversion, and a profitable order cannot be inferred from ROAS without product costs. Use link clicks and purchases with consistent click-through attribution. A missing denominator shows as unavailable, not zero.
Each metric answers a different question, and no single one is good alone. Compare against your own break-even and margins rather than a general average.
- Attribution window.
- Click definition.
- Sample size.
- Margin.
- Optimising one metric in isolation.
- Mixing date ranges.
- Ignoring sample size.
- Treating revenue as profit.
A closer look
Common questions.
- Which inputs do I need?
- Any combination from which the others can be derived. The more you enter the more it can calculate.
- What is the difference between CVR and CTR?
- CTR is clicks per impression and CVR is conversions per click.
- Is ROAS profit?
- No, it is revenue per unit of spend.
- Where do I find the numbers?
- In your ad platform report, using the same date range for each.
- Does it store my data?
- No, it runs in your browser.