How to use the CPM, CPC & CTR Calculator
- 1
Enter your ad spend and the impressions, clicks and conversions it produced.
- 2
Read CPM, CPC, CTR and CPA side by side.
- 3
Use the planner to see what a budget buys at a given CPM and CTR.
The formulas
CPM = spend ÷ impressions × 1,000. CPC = spend ÷ clicks. CTR = clicks ÷ impressions × 100. CPA = spend ÷ conversions.
Which metric to optimize
CPM and CTR describe how efficiently you buy attention. CPA tells you whether that attention turns into customers. Optimize campaigns for CPA (or ROAS), and use CPM and CTR to diagnose why CPA moved.
- Rising CPM: more competition or a narrower audience
- Falling CTR: tired creative or the wrong audience
- Good CTR but high CPA: the landing page is the problem
Frequently asked questions
What is a good CPM?
It varies a lot by platform, audience and season. LinkedIn is usually far more expensive than Meta or TikTok.
What is a good CTR?
On search ads, several percent is common; on social feeds, under 1% is typical. Compare with your own past campaigns.
CPC or CPM bidding?
Use the bidding your platform recommends for your goal; judge the result on CPA or ROAS, not on CPC or CPM alone.
Is my data stored?
No. Everything is calculated in your browser.