Campaign performance calculator
Enter impressions, clicks, spend and conversions as they appear in your ad platform report to get CTR, CPC, CPM, CPA and conversion rate, with the definition of each metric. It works as a CTR calculator and a cost per click (CPC) calculator at the same time.
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How to use it
- Copy impressions, clicks and conversions for the same period from your campaign report.
- Enter the total ad spend for that period and pick the currency.
- Read the five metrics. A metric whose denominator is zero is shown as "Undefined" with the reason.
- Check any warnings: more clicks than impressions, or more conversions than clicks.
Example
10,000 impressions, 250 clicks, spend of 500 and 20 conversions: CTR = 250 ÷ 10,000 × 100 = 2.5%, and CPC = 500 ÷ 250 = 2.00.
CPM = 500 ÷ 10,000 × 1000 = 50.00, CPA = 500 ÷ 20 = 25.00, and conversion rate = 20 ÷ 250 × 100 = 8%.
Limits and caveats
- The tool only calculates from the numbers you type. It does not connect to any ad platform and cannot verify your report.
- What counts as a "conversion" or a "click" differs between platforms (link clicks or all clicks, attribution window). Use numbers from one source and one period.
- Conversion rate here is conversions ÷ clicks. Some platforms divide by sessions or visits instead, so your report may show a different figure.
- When clicks exceed impressions, or conversions exceed clicks, the tool shows a warning and calculates with the numbers as entered. It does not change them.
- Impressions, clicks and conversions are whole numbers. The largest accepted value per field is 1,000,000,000,000, and amounts are shown with two to four decimals.
Questions about this tool
Why does a metric say "Undefined"?
Because its denominator is zero. CPC is spend ÷ clicks, so with no clicks there is nothing to divide by. The tool does not show zero in that case, because zero would mean "clicks are free", which is wrong.
Can conversions be higher than clicks?
In some reports, yes. Many platforms count view-through conversions from people who saw the ad without clicking, and one person can record more than one conversion. So the tool warns you rather than rejecting the numbers, but a conversion rate above 100% deserves a second look.
What is the difference between CPM and CPC?
CPM is the cost of one thousand impressions: spend ÷ impressions × 1000. It measures the cost of reach. CPC is the cost of one click: spend ÷ clicks. It measures the cost of bringing a visitor. Both come from the same spend with a different denominator.
How do I calculate CTR?
CTR = clicks ÷ impressions × 100. 120 clicks from 8,000 impressions give 120 ÷ 8,000 × 100 = 1.5%, which is 15 clicks per 1,000 impressions. Take both numbers from the same campaign report and the same period.
How do I calculate CPC (cost per click)?
CPC = ad spend ÷ number of clicks. A spend of 300 for 120 clicks gives 300 ÷ 120 = 2.50 per click. From the same numbers the calculator also works out CPM, CPA and conversion rate.