CPM, CPC, CTR and CPA calculator
Enter spend, impressions, clicks and conversions to get every core ad metric at once. Results update as you type, and nothing you enter leaves your browser.
The formulas
| Metric | Formula |
|---|---|
| CPM | Spend ÷ impressions × 1,000 |
| CPC | Spend ÷ clicks |
| CTR | Clicks ÷ impressions × 100 |
| CPA | Spend ÷ conversions |
| Conversion rate | Conversions ÷ clicks × 100 |
| ROAS | Revenue ÷ spend |
These are the same formulas Google Ads, Meta, TikTok and Snapchat use, so you can compare platforms on the same basis.
Frequently asked questions
What is a good CTR?
It depends on the platform and the type of campaign. Search ads usually have a much higher CTR than display or social ads. Compare with your own history.
What is the difference between CPA and CPL?
CPA is cost per acquisition, usually a sale. CPL is cost per lead. The formula is the same: spend divided by the number of results.
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