Advertising Metrics Calculator
Calculate CTR, CPC, CVR, CPA, and ROAS from impressions, clicks, conversions, spend, and revenue.
How to use
- Collect impressions, clicks, conversions, spend, and revenue for the same period and scope.
- Use the same currency and tax treatment for spend and revenue.
- Create the metrics and compare their definitions and attribution windows with the advertising platform’s report.
When to use this tool
Check relationships between ad delivery, clicks, conversions, spend, and revenue from raw report values. This offline calculator takes manual inputs rather than connecting to an advertising account.
Inputs and settings
Result
Example input and actual output
- Impressions: 10000
- Clicks: 200
- Conversions: 10
- Spend: 10000
- Revenue: 50000
CTR (%): 2 CPC: 50 CVR (%): 5 CPA: 1000 ROAS (%): 500
CTR = clicks / impressions × 100; CPC = spend / clicks; CVR = conversions / clicks × 100; CPA = spend / conversions; ROAS = revenue / spend × 100. The example yields 2%, 50, 5%, 1,000, and 500% respectively. A 500% ROAS is a revenue-to-spend ratio, not a 500% profit margin.
Scope and limitations
Metrics with a zero denominator are marked undefined. Multiple conversions per click are allowed, so CVR can exceed 100%. Revenue is not profit.
Next step and alternatives
Print Campaign Break-even — Estimate print campaign break-even from gross profit per sale rather than revenue ratios alone.
Frequently asked questions
Is CPA zero when there are no conversions?
It is undefined, not zero, because conversions are the denominator. Other metrics also show undefined when their denominator is zero.
Is a CVR above 100% necessarily wrong?
It can occur when one click can generate multiple counted conversions. Check the conversion definition before comparing campaigns.
Does a 500% ROAS mean a 500% profit margin?
ROAS is revenue divided by advertising spend. It is not a profit margin or a calculation of profit after other costs.
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