Advertising metrics calculator

Calculators

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About this tool

For one currency, period and attribution basis, CPM = S / I × 1000, CPC = S / C, CTR = C / I × 100%, CPA = S / A, click-based CVR = A / C × 100%, ROAS = R / S. S is ad spend, I impressions, C clicks, A attributed conversions and R attributed revenue. Other costs F are optional; entered-cost profit is R − S − F.

Common uses

With S = 120, R = 480, I = 10000, C = 300, A = 12 and F = 240: CPM 12, CPC 0.4, CTR 3%, CPA 10, CVR 4%, ROAS 4× or 400%, profit 120.
Review the same totals with F blank: profit is unknown. F = 361 gives loss −1 even though ROAS remains 4×; revenue return alone does not establish profitability.

How to use it

1.Enter a three-uppercase-letter currency label and totals for the same period and attribution basis.
2.Enter nonnegative ad spend, attributed revenue, impressions, clicks and conversions; optionally enter other costs excluding ad spend. Blank other costs mean unknown, explicit 0 means zero.
3.Calculate and inspect units, exact fractions and formulas; a zero denominator rejects only its metric. Export a local value-bearing summary JSON.

Limits and notes

Money and conversions: nonnegative ASCII dot decimals, 12 integer and 6 fractional digits. Impressions/clicks: integers up to 12 digits. Currency: 3 uppercase letters; JSON ≤ 32 KiB.
Zero denominators return an explicit unavailable metric, not infinity or invented zero. Other metrics remain valid. Missing F means total cost and profit are unknown, not automatically zero costs.
Exact reduced fractions drive results and profit sign; display is 6 decimals, nearest with ties away from zero. ROAS multiple and percentage use different units; they describe revenue divided by ad spend, not profit.
Use consistent currency, period, tax and attribution. Fractional/multiple conversions can produce CVR > 100%; click-based CVR differs from interaction-based platform rates. CPC/CPA divide entered total spend and can differ with mixed billing. No advertising connection, FX, automatic taxes/expense classification, stored inputs or accounting net-profit guarantee.

Frequently asked questions

How do ROAS and profit differ?

S = 120 and R = 480 gives ROAS 4× or 400%. F = 240 gives entered-cost profit 120; F = 361 gives −1. If F is blank, profit is unknown. This is not accounting net profit or a profitability guarantee.

Which denominator defines conversion rate?

This page uses clicks C: A / C × 100%. A = 12 and C = 300 gives 4%. Platform rates may use other interactions; attribution windows and multiple actions differ. Fractional attributed conversions and rates above 100% are allowed; no silent clamping.

What happens with no clicks, impressions or spend?

Each metric with a zero denominator is rejected with a reason; valid metrics still calculate. Zero spend gives CPC 0 when clicks are positive but ROAS is unavailable. Zero conversions gives CVR 0 with positive clicks but CPA unavailable.

What is included in the local summary?

JSON ≤ 32 KiB contains all entered totals, same-period click-based basis, exact reduced fractions, display decimals, units, formulas and unavailable reasons. It contains values; edits or language changes clear results. There is no advertising account connection or input persistence.