CPC & CTR Calculator
Calculate cost per click (CPC), click-through rate (CTR), and total clicks for PPC campaigns.
Did this tool work for you?
How to use this calculator
CPC measures how much you pay for each click. CTR shows the percentage of people who clicked after seeing your ad. ROAS = Revenue / Ad Spend; CPA = Cost / Conversions.
- 1
Enter your total ad spend, number of clicks, and total impressions from your campaign dashboard.
- 2
Add conversions and average conversion value to unlock CPA, ROAS, and profit metrics.
- 3
Review CPC, CTR, and ROAS to gauge campaign efficiency and compare against industry benchmarks.
Frequently asked questions
What formulas does the calculator use?
CPC = spend ÷ clicks. CTR = clicks ÷ impressions × 100. CPA = spend ÷ conversions. Conversion rate = conversions ÷ clicks × 100. Revenue = conversions × average conversion value. ROAS = revenue ÷ spend, shown with an “x”. Profit = revenue − spend. With the default inputs ($200, 400 clicks, 20,000 impressions, 20 conversions at $50) these are $0.50, 2.00%, $10.00, 5.00%, $1,000.00, 5.00x and $800.00.
How are CPC, CPA and conversion rate connected?
CPA equals CPC divided by the conversion rate as a decimal. The default CPC is $0.50 and the conversion rate 5%, so CPA is $0.50 ÷ 0.05 = $10.00. That identity helps diagnose a poor CPA: either clicks cost too much, or too few clicks convert, and the two have different fixes.
What does the page show when a denominator is zero?
A text label rather than a misleading zero: CPC and conversion rate show “N/A (no clicks)”, CTR shows “N/A (no impressions)”, CPA shows “N/A (no conversions)” and ROAS shows “N/A (no spend)”. Revenue and profit still calculate. With spend $300, 150 clicks, no impressions and no conversions the page shows CPC $2.00, profit −$300.00 and ROAS 0.00x.
Is ROAS here based on profit?
No, it is revenue-based: conversions × conversion value ÷ spend. A 2.00x ROAS means $2 of revenue per $1 of spend, before product cost, fees and refunds. The profit line subtracts only the ad spend from revenue, so it is “profit after ads” only if the conversion value you entered is already a margin figure.
Can I enter a CTR above 100% or more conversions than clicks?
The calculator does not stop you. Clicks above impressions produce a CTR over 100%, and conversions above clicks a conversion rate over 100%; both usually signal a mix of data from different date ranges, attribution windows or reporting columns. Negative numbers are treated as 0.
Why do my numbers differ from the ad platform?
Platforms and analytics tools often count clicks, conversions and conversion value on different bases or time windows, and a click is recorded when it happens while a conversion may be credited later. Use the same source and date range for all five inputs, and expect small differences otherwise.
Does the tool compare my CTR to a benchmark?
No. It reports your metrics and does not rate them or quote an industry average, because acceptable values depend heavily on the platform, ad format, audience and intent of the keyword. Compare against your own earlier results and against the same campaign type.
CPC, CTR, CPA and ROAS from one campaign report
Seven metrics from five inputs
Spend, clicks, impressions, conversions and average conversion value are enough to derive every output. Clicks and impressions give CTR, spend and clicks give CPC, and conversions bring in conversion rate, CPA, revenue, ROAS and profit. Some rely on earlier ones: ROAS and profit both use revenue, which depends on the conversion value. A wrong conversion value therefore changes ROAS, revenue and profit while leaving CPC and CTR alone.
Worked example: the default campaign
$200 spent for 400 clicks from 20,000 impressions produces 20 conversions worth $50 each. The calculator shows CPC $0.50, CTR 2.00%, CPA $10.00, ROAS 5.00x, conversion rate 5.00%, revenue $1,000.00 and profit $800.00. Every one of the 20 conversions cost $10 to acquire and returned $50, a healthy gap if $50 is real revenue and not just the sale price.
Worked example: a campaign that loses money
$1,500 for 600 clicks and 90,000 impressions gives 30 conversions worth $40 each. CPC is $2.50, CTR 0.67%, CPA $50.00, conversion rate 5.00%, revenue $1,200.00, ROAS 0.80x and profit −$300.00. The conversion rate is the same as in the first example, so the problem is cost: each conversion costs $50 and returns $40.
| Metric | Default | Loss-making |
|---|---|---|
| CPC | $0.50 | $2.50 |
| CTR | 2.00% | 0.67% |
| CPA | $10.00 | $50.00 |
| ROAS | 5.00x | 0.80x |
| Conversion rate | 5.00% | 5.00% |
| Revenue | $1,000.00 | $1,200.00 |
| Profit | $800.00 | -$300.00 |
Which metric to look at first
Start with the one that matches your goal. CTR shows whether the ad earns attention, CPC the price of that attention, conversion rate whether the landing experience closes the sale, and CPA and ROAS whether the whole chain pays. Changing the ad can move CTR and CPC, but the page after the click mainly affects conversion rate, so avoid fixing the wrong layer. Note the date range alongside every figure, so that later comparisons use the same window.
What the page leaves out
There is no allowance for margin, refunds, repeat purchases or conversion lag, and no quality score, bid or position data. It reads a single report period as a single block, so a campaign with changing performance within the period is averaged. For decisions about scaling, compare results across several periods rather than relying on one snapshot.
Learn more from an authoritative source:
WikipediaROAS Calculator
Calculate Return on Ad Spend (ROAS) and determine how much revenue you earn per dollar spent on advertising.
Email Marketing Calculator
Calculate open rate, click-through rate, conversion rate, and revenue from email campaigns.
Customer Lifetime Value (LTV) Calculator
Calculate Customer Lifetime Value to understand how much revenue a customer generates over their relationship with your business.
Churn Rate & Retention Calculator
Calculate monthly/annual customer churn rate, retention rate, and average customer lifetime.
A/B Test Calculator
Calculate statistical significance and determine the winner of an A/B test using Z-score and normal approximation.
Influencer ROI Calculator
Calculate the return on investment of influencer marketing campaigns including cost per impression, engagement, and click.
Results are estimates for informational purposes only and do not constitute professional financial, medical, legal, or technical advice. Read full disclaimer →