Calculators
CPM, CPC and CTR Calculator
Turn raw campaign numbers into CPM, CPC, CTR, conversion rate and CPA, or work backwards from a goal to the budget it needs.
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- Nothing uploaded
The tool
Enter whatever results you have. Every metric that can be worked out from them appears straight away.
Everything you enter stays on your own machine. Nothing is sent to us or to anyone else, which you can confirm in your browser network tab.
What people use it for
- Reporting standard ad metrics from a spreadsheet export
- Comparing campaigns across platforms that label their metrics differently
- Working backwards from a lead or sales target to the budget it needs
- Spotting whether a weak result is a cost, creative or landing page problem
- Checking the arithmetic in an agency or platform report
About this tool
The core paid media metrics
| Metric | What it measures | Formula |
|---|---|---|
| CPM | Cost per thousand impressions | Spend ÷ impressions × 1,000 |
| CPC | Cost per click | Spend ÷ clicks |
| CTR | Share of impressions that were clicked | Clicks ÷ impressions × 100 |
| Conversion rate | Share of clicks that converted | Conversions ÷ clicks × 100 |
| CPA | Cost per acquisition or lead | Spend ÷ conversions |
| ROAS | Revenue per unit of spend | Revenue ÷ spend |
How the metrics connect
Every paid campaign is a funnel, and these metrics are the price and the leak at each stage. They are linked by two identities: CPC = CPM ÷ (CTR × 1,000) and CPA = CPC ÷ conversion rate. A $12 CPM with a 1.5% CTR gives a CPC of $0.80, and at a 4% conversion rate that becomes a CPA of $20.
Diagnosing a poor result
- A high CPM points to the auction: a narrow or competitive audience, a seasonal peak, or an ad the platform rates as low quality.
- A low CTR points to the creative or the offer. The ad is being shown but not chosen.
- A low conversion rate points past the ad to the landing page, the price or the checkout. Test page changes with the A/B test significance calculator before declaring a winner.
Planning a budget backwards
Switch to Plan a budget, enter a conversion goal with your expected CPM, CTR and conversion rate, and the calculator returns the spend, impressions and clicks you need. Working backwards like this exposes an unrealistic target before money is committed.
Worked example
A campaign spent $1,500, served 125,000 impressions, earned 1,875 clicks and produced 75 sales worth $6,000. CPM is $12.00, CTR 1.50%, CPC $0.80, conversion rate 4.00%, CPA $20.00 and ROAS 4.0x.
To forecast by platform, use the ad performance calculator; to judge profitability, use the ROAS calculator. Make sure each click is tracked with the UTM link builder. Our YouTube ads and social media advertising teams can audit an account that is not reaching these numbers.
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Questions
Questions about this tool
The things clients actually want to know — costs, timelines, ownership and what happens after launch.
Divide total spend by impressions and multiply by 1,000. 500 dollars spent on 100,000 impressions is a CPM of 5 dollars.
Divide clicks by impressions and multiply by 100. 300 clicks from 20,000 impressions is a click-through rate of 1.5%.
CPM is the price of 1,000 impressions and CPC is the price of one click. They are linked by click-through rate: CPC equals CPM divided by CTR multiplied by 1,000.
It depends on the platform and ad format. Search ads usually earn far higher click-through rates than social feed or display ads, so compare against your own past campaigns on the same platform.
Divide your conversion goal by your conversion rate to get the clicks needed, divide clicks by CTR to get impressions, then multiply impressions by CPM and divide by 1,000.
Yes. The calculator shows every metric your inputs support and marks the rest as needing more data.
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