500 USD spend, 100,000 impressions, 1,200 clicks, 30 conversions
CPM is (500 ÷ 100,000) × 1,000 = 5.00 per thousand impressions. CPC is 500 ÷ 1,200 = 0.42. CPA is 500 ÷ 30 = 16.67. CTR is (1,200 ÷ 100,000) × 100 = 1.2%.
CPM, CPC, CPA and CTR calculator
CPM, CPC, CPA and CTR each answer a different question about the same ad spend: cost per thousand impressions, cost per click, cost per conversion and the percentage of impressions that were clicked. This calculator takes one set of numbers — spend, impressions, clicks and conversions — and works out all four formulas at once, so you can compare them side by side instead of running four separate calculators.
Cost of the campaign or ad set.
Times the ad was shown.
Clicks the campaign received.
Purchases, sign-ups or leads.
cost per 1,000 impressions
$5.00
(cost ÷ impressions) × 1,000
cost per click
$0.42
cost ÷ clicks
cost per conversion
$16.67
cost ÷ conversions
click-through rate
1.20%
(clicks ÷ impressions) × 100
How to use the CPM, CPC, CPA and CTR calculator
- Enter your total spend. Use the total amount spent on the campaign or ad set you are measuring.
- Enter impressions. Use the number of times the ad was shown, from your ad platform’s own reporting.
- Enter clicks. Use the total clicks the campaign received over the same period.
- Enter conversions. Use however you define a conversion: a purchase, a sign-up or a lead.
- Read all four metrics. CPM, CPC, CPA and CTR update together as you type, using the exact formulas shown below.
Worked examples
1,200 USD spend, 250,000 impressions, 3,000 clicks, 60 conversions
CPM is (1,200 ÷ 250,000) × 1,000 = 4.80 per thousand impressions. CPC is 1,200 ÷ 3,000 = 0.40. CPA is 1,200 ÷ 60 = 20.00. CTR is (3,000 ÷ 250,000) × 100 = 1.2%.
Ad cost metrics FAQ
- What is CPM and how is it calculated?
- CPM is cost per thousand impressions: spend divided by impressions, multiplied by 1,000. It tells you what a thousand ad views cost, regardless of clicks or conversions.
- What is CPC and how is it calculated?
- CPC is cost per click: total spend divided by total clicks. It shows the average price paid each time someone clicked the ad.
- What is CPA and how is it calculated?
- CPA is cost per acquisition or conversion: total spend divided by the number of conversions. It is usually the metric closest to what the campaign is actually meant to achieve.
- What is CTR and how is it calculated?
- CTR is click-through rate: clicks divided by impressions, multiplied by 100 to get a percentage. It measures how compelling the ad or post was relative to how often it was seen.
- Which of these four numbers matters most?
- It depends on the goal: CPM suits reach and awareness campaigns, CTR suits engagement, and CPA suits campaigns built to drive a specific action like a purchase or sign-up. Looking at all four together shows the full funnel rather than one slice of it.
- What counts as a conversion in the CPA formula?
- Whatever you define it as for the campaign: a purchase, a sign-up, a demo request or another tracked action. Use the same definition every time you compare CPA across campaigns.
- Does the calculator store my spend or campaign numbers?
- No. Every figure is calculated entirely in your browser as you type, and nothing is uploaded or saved.
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