About the Ad Metrics Calculator
Tezmy's Ad Metrics Calculator turns the raw numbers from an ad campaign into the measures marketers use to judge it. Enter impressions, clicks, conversions, spend and revenue, whichever you have, and it shows click-through rate, cost per click, cost per thousand impressions, conversion rate, cost per conversion, return on ad spend, ROI, revenue per conversion and profit. A second mode plans ahead: give a budget, an expected cost per click, a conversion rate and a revenue per sale, and it estimates clicks, sales and revenue, and compares the result with the break-even ROAS for your profit margin. It works for any ad platform because it only needs the numbers, and nothing is sent anywhere.
Updated September 2026
How to use the Ad Metrics Calculator
- 1Choose “Work out my results” to analyse a campaign, or “Plan a budget” to forecast one.
- 2Type the numbers you have. You can leave boxes empty: each result shows once its inputs are filled in.
- 3Pick your currency symbol if you want amounts shown with it.
- 4Read the metrics, or in plan mode the expected sales and whether the plan beats break-even.
What each number tells you
- CTR shows whether your ad and audience match. A low CTR means few people find the ad interesting enough to click.
- CPC and CPM show what traffic costs. CPM is the cost of reach, CPC the cost of a visit.
- Conversion rate shows what happens after the click. A good ad sending traffic to a weak page has a high CTR and a low conversion rate.
- CPA is the cost of each sale or sign-up, which you compare with what a customer is worth to you.
- ROAS and ROI show whether the ads earn back more than they cost.
Forecasting a budget
The plan mode multiplies out the funnel: budget divided by cost per click gives clicks, clicks times the conversion rate gives sales, and sales times revenue per sale gives revenue. Dividing the revenue by the budget gives ROAS. Use figures from past campaigns if you have them, or a cautious guess if you do not, and run it with a pessimistic and an optimistic set of numbers to see the range.
If you enter your profit margin, the tool also shows the break-even ROAS. A plan that lands below it loses money on each sale even though it brings revenue in. Ad numbers are more useful with a profit view. Check what is left with the Profit Margin Calculator, find the sales you need with the Break-Even Calculator, use the Percentage Calculator for rates, add tracking with the UTM Builder, and test offers in the Discount Calculator.
Common mistakes
- Comparing ROAS without margin. A 3× ROAS is excellent on a 60% margin product and a loss on a 20% margin product.
- Judging a campaign on too little data. A handful of clicks says little about CTR or conversion rate.
- Mixing time periods. Use spend, clicks and revenue from the same dates, and remember that sales may come days after the click.
- Forgetting other costs such as shipping, refunds, tools and staff. These are not in ROAS.
- Treating one average as fixed. Costs tend to rise as you scale a campaign to new audiences.
Features
- Nine metrics from five numbers, each shown when it can be worked out
- Budget forecast with clicks, sales, cost per sale and ROAS
- Break-even ROAS from your profit margin
- Checks for impossible numbers such as more clicks than views
- Any currency symbol
- Private: runs in your browser
Frequently asked questions
How is CTR calculated?
Click-through rate is clicks divided by impressions, as a percentage. 2,000 clicks from 100,000 impressions is a CTR of 2%.
What is the difference between CPC, CPM and CPA?
CPC is what you pay per click (spend ÷ clicks). CPM is what you pay per 1,000 impressions (spend ÷ impressions × 1,000). CPA is what you pay per conversion, such as a sale or a sign-up (spend ÷ conversions). Platforms bill in one of these ways and you track the rest.
What is ROAS and how is it different from ROI?
ROAS is revenue divided by ad spend, so 6,000 of revenue from 1,500 of spend is 4×. ROI here is the profit over spend: (revenue − spend) ÷ spend, which would be 300%. Both use revenue, not profit after the cost of goods, so they overstate real profit when your products cost money to make.
What is break-even ROAS?
It is the ROAS at which ads just pay for themselves. It equals 100 divided by your profit margin in percent. With a 25% margin on each sale, you need 4× ROAS to break even, because only a quarter of every sale is left to cover the ad spend.
What is a good CTR or conversion rate?
It depends heavily on the platform, the industry, the offer and the audience, so this tool does not claim a universal benchmark. Compare your own campaigns with each other over time, and with figures your ad platform reports for similar accounts.
Why does it say conversions cannot be higher than clicks?
The conversion rate here is conversions divided by clicks, which cannot exceed 100%. If you count several purchases per click, or conversions that did not come from a click, enter the clicks-to-conversions figures from your platform's click-based view.