ROAS Calculator

CPM Calculator: Cost per 1,000 Impressions, CPC, CTR and CPA

Fill in any two of cost, impressions and CPM. Add clicks and conversions to get CTR, CPC and CPA. Nothing leaves your browser.

Runs in your browser. Nothing you type is sent anywhere.

1Cost and reach any two
2Clicks and conversions optional
Compare a second campaign
1Plan a budget

Budget and CPM give impressions; CTR gives clicks; conversion rate gives orders and the cost of each.

Updates as you type. $ signs and commas are fine.

Sample campaign: $2,000 for 250,000 impressions, 3,000 clicks and 60 orders. Type your numbers and the funnel follows.

Campaign funnelSample campaign

$8.00CPM · cost per 1,000 impressions

  1. Impressions250,000

    CPM $8.00 · Total cost $2,000

  2. Clicks3,000

    CTR 1.2% · CPC $0.67

  3. Conversions60

    Conversion rate 2% · CPA $33.33

CPM = 2,000 ÷ 250,000 × 1,000 = 8.00 · CTR = clicks ÷ impressions = 1.2% · CPC = cost ÷ clicks = 0.67 · CPA = cost ÷ conversions = 33.33

Impressions as your ad platform counts them: no adjustment for viewability or for people who saw the ad more than once.

How it works

  1. Enter any two numbersTotal cost, impressions or CPM: fill in two and the page works out the third, whichever one is missing.
  2. Add clicks and conversionsOptional. Clicks give the click-through rate and cost per click; conversions give the conversion rate and cost per conversion.
  3. Plan a budgetSwitch to Plan a budget, enter a budget, an expected CPM, CTR and conversion rate, and see how many impressions, clicks and orders to expect.

CPM, CPC and CPA: three prices for one campaign

The same ad spend can be priced three ways. CPM divides it by thousands of impressions, CPC by clicks and CPA by conversions. Each one hides a rate: a cheap CPM with a weak click-through rate can still mean an expensive click, and a cheap click that rarely converts means an expensive order. Seeing the three side by side, in one funnel, shows which step is costing you.

For example, 2,000 dollars on 250,000 impressions is an 8 dollar CPM. If 3,000 people click, CTR is 1.2 percent and each click costs about 67 cents. If 60 of them buy, the conversion rate is 2 percent and each order costs 33.33 dollars. Whether that is good depends on what an order is worth to you: the ROAS calculator on the main page turns order value and margin into the most you can pay per order.

Questions

What is CPM?

CPM is the cost per thousand impressions: total cost divided by impressions, times 1,000. The M comes from mille, Latin for thousand. A campaign that spent 2,000 dollars on 250,000 impressions has a CPM of 8 dollars.

Can I solve for impressions or budget?

Yes. Fill in any two of total cost, impressions and CPM and leave the one you want blank. To go the other way, switch to Plan a budget: budget, CPM, click-through rate and conversion rate give the impressions, clicks, conversions and cost per conversion to expect.

Where do my numbers go?

Nowhere. The math runs in your browser. The last campaign you typed is kept in this browser's local storage so it is there next time, and the Clear button removes it. We never see your costs or results.

Working out whether the ads pay off? ROAS and break-even ROAS calculator.