CPC, CPM, CTR, CVR and CPA Calculator
CPC, CPM, CTR, CVR and CPA from spend, impressions, clicks and conversions
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Total ad spend in the period. If your platform bills tax on top, use the same basis (with or without tax) as your other figures.
How many times the ad was shown. Leave empty if unknown.
How many times the ad was clicked.
How many times the goal was reached, such as a purchase or a sign-up.
Work backwards from a goal (optional)
The most you can spend per conversion. Enter it to get the highest CPC you can afford.
Enter it to get the clicks and budget you need at the current conversion rate.
Ad metrics result
Enter ad spend, clicks and the rest to get CPC, CPM, CTR, CVR and CPA.
Money metrics are rounded to the smallest currency unit. When the divisor is 0 (for example no clicks) the metric is not calculated and shows a dash. The backwards numbers assume your current conversion rate and cost per click stay the same, but more clicks can raise the CPC or lower the conversion rate.
What it is
An ad report lists impressions, clicks, conversions and cost separately, so judging efficiency means dividing them yourself. This ad metrics calculator takes the ad spend, impressions, clicks and conversions and returns CPC, CPM, CTR, CVR and CPA at once. Add a target CPA or target conversions and it works backwards to the highest CPC you can afford and the clicks and budget you need, which helps when setting bids and budgets. Everything is calculated in your browser.
How to use
- Enter the ad spend for the period.
- Enter impressions, clicks and conversions. Leave out any you do not know.
- Enter a target CPA or target conversions to add the backwards numbers.
- Read CPC, CPM, CTR, CVR, CPA and the backwards values in the table.
- Check the formulas below to see which numbers were divided.
How it works
- CPC = spend ÷ clicks, CPM = spend ÷ impressions × 1,000 and CPA = spend ÷ conversions, rounded to the smallest currency unit.
- CTR = clicks ÷ impressions and CVR = conversions ÷ clicks (%).
- Highest CPC = target CPA × conversions ÷ clicks, rounded down.
- Clicks needed = target conversions × clicks ÷ conversions, rounded up, and budget needed = clicks needed × current CPC.
- When the divisor is 0 the metric is not calculated.
- Clicks cannot exceed impressions. Conversions may exceed clicks: reports that count view-through conversions or several conversions per click (Google Ads all conversions, for example) can show this, so the page explains it and the conversion rate can pass 100%. Counts are whole numbers of 0 or more.
Example
Ad spend 1,000,000, 200,000 impressions, 2,000 clicks and 50 conversions.
| Metric | Calculation | Result |
|---|---|---|
| CPC | 1,000,000 ÷ 2,000 | 500 |
| CPM | 1,000,000 ÷ 200,000 × 1,000 | 5,000 |
| CTR | 2,000 ÷ 200,000 | 1% |
| CVR | 50 ÷ 2,000 | 2.5% |
| CPA | 1,000,000 ÷ 50 | 20,000 |
With a target CPA of 25,000 the highest CPC is 625, and a target of 120 conversions needs 4,800 clicks and 2,400,000.
Common mistakes
A common mistake is mixing periods, for example a month of spend with a week of clicks, which makes every metric wrong. Use values from the same period and campaign. Be careful with the backwards numbers too. Raising bids to get more clicks lifts the CPC, and a flood of low quality traffic can lower the conversion rate. The backwards values are a reference that assumes today’s efficiency stays the same.
FAQ
What are CPC, CPM and CPA?
CPC is the cost per click, CPM the cost per 1,000 impressions and CPA the cost per conversion such as a purchase or sign-up. With 1,000,000 spent, 2,000 clicks and 50 conversions the CPC is 500 and the CPA is 20,000.
How do CTR and CVR differ?
CTR is clicks divided by impressions and CVR is conversions divided by clicks. With 200,000 impressions and 2,000 clicks the CTR is 1%, and with 50 conversions the CVR is 2.5%.
How is the highest CPC for a target CPA found?
Highest CPC = target CPA × conversions ÷ clicks. It turns what you can spend per conversion into what you can spend per click at your current conversion rate. It is rounded down so you never go over the limit.
How are the clicks and budget for a target found?
Clicks needed = target conversions × clicks ÷ conversions, rounded up, and budget = clicks needed × current CPC. If 50 conversions came from 2,000 clicks, then 120 conversions need 4,800 clicks, about 2,400,000.
Can I calculate without the impressions?
Yes. Leave impressions empty and everything except CPM and CTR is still calculated. With 0 clicks CPC and CVR are skipped, and with 0 conversions CPA is skipped and shown as a dash.
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