Marketing metrics calculator●
Turn impressions, clicks, spend and revenue into CTR, CPC, CPM, CPA, ROAS and ROI.
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Marketing metrics explained
Most ad reports come down to a few ratios. CTR is clicks divided by impressions and shows how often people who see an ad click it. CPC is spend divided by clicks, and CPM is the cost of 1,000 impressions. Conversion rate is conversions divided by clicks, and CPA is spend divided by conversions. ROAS is revenue divided by spend, so a ROAS of 4 means 4 in revenue for every 1 spent. ROI is profit divided by spend, which is ROAS minus 1 shown as a percentage. Whether a ROAS is good depends on your margin: the break-even ROAS is 1 divided by the margin, so a 40% margin breaks even at 2.5. For affiliate work, EPC is earnings divided by clicks, and when you buy traffic it is also the highest CPC that still breaks even. This calculator runs in your browser and does not add taxes, platform fees or product costs, so include them in the spend if they matter.
Margin and markup calculator →Common questions
What is a good ROAS?
It depends on your margin. Divide 1 by your margin to get the break-even ROAS: a 40% margin needs 2.5 and a 25% margin needs 4. Anything above that is profit after ad spend, before other overheads.
What is the difference between ROAS and ROI?
ROAS is revenue divided by ad spend. ROI is profit divided by ad spend, so it equals ROAS minus 1 shown as a percentage. A ROAS of 4 is an ROI of 300%.
How do I calculate CTR?
Divide clicks by impressions and multiply by 100. 2,500 clicks from 100,000 impressions is a 2.5% CTR.
What is the difference between CPC and CPA?
CPC is what you pay per click. CPA is what you pay per conversion. CPA equals CPC divided by the conversion rate, so doubling the conversion rate halves the CPA.
What does EPC mean in affiliate marketing?
EPC is earnings per click: your commission earnings divided by clicks. Some networks quote it per 100 clicks, so this calculator shows both.
Does it include taxes or fees?
No. Every metric uses only the numbers you enter. Add platform fees, product costs and taxes to the spend if you want them counted.