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Ad Metrics Calculator (CTR, CPC, CPM)

Work out your ad campaign metrics.

How it is calculated

Three standard advertising ratios are calculated from your campaign totals. Click-through rate: CTR = clicks ÷ impressions × 100, shown as a percentage. Cost per click: CPC = cost ÷ clicks. Cost per thousand impressions: CPM = cost ÷ impressions × 1000. Cost and the money results use the same currency. Impressions must be above zero, and clicks and cost cannot be negative. If clicks are zero, CPC is shown as a dash because dividing by zero has no meaning, while CTR (0%) and CPM are still calculated.

Worked example

A campaign gets 250 clicks from 20000 impressions and costs 180. CTR: 250 ÷ 20000 = 0.0125, times 100 = 1.25%. CPC: 180 ÷ 250 = $0.72. CPM: 180 ÷ 20000 × 1000 = $9.00. So each click cost 72 cents, and every thousand views cost 9.

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Common mistakes

  • Entering the CTR as a percentage in the clicks field. Enter raw counts for clicks and impressions.
  • Mixing sources, such as clicks from one platform and impressions from another, which use different counting rules.
  • Comparing CPM and CPC without looking at CTR. A cheap CPM can still mean an expensive click if CTR is low.
  • Using spend that includes agency fees for the cost while comparing with a platform-reported figure.

Sources

About this calculator

This calculator works out the three core digital advertising metrics from raw campaign numbers: CTR (click-through rate = clicks ÷ impressions × 100), CPC (cost per click = spend ÷ clicks), and CPM (cost per mille = spend ÷ impressions × 1000, i.e. cost per thousand impressions).

It's used by digital marketers and media buyers comparing campaign performance across platforms like Google Ads and Meta Ads, and by mobile app publishers evaluating how efficiently their ad inventory is converting impressions into clicks and revenue.

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Comments (1)

  • Editorial team

    These three numbers describe delivery, not profit, so set the CPC against what a visit is worth to you. If one visitor in 50 buys and each order leaves 30 in margin, a click is worth about 0.60, and a CPC of 0.72 loses money even with a healthy CTR. Also be wary of rates built on very few impressions, since a handful of clicks can swing them. What cost per click do you treat as your ceiling?

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