Ad metrics calculator

Calculate CPM, CPC, click-through rate, and cost per conversion from a single advertising funnel.

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Ad metrics calculator processes your input in this browser. Inputs and results are excluded from analytics. Recent tools save tool names, visit counts and last-visit times. Saved tools store only their names. Draft saving is optional and stays on this device; delete saved text with the draft controls. Loading text from a URL is optional and contacts that server; its URL and your IP address are visible to the server. An optional “Use in” action keeps a handoff in this tab. The next tool removes it on arrival and ignores it if more than a minute has passed.

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Advertising spend

Impressions

More inputs and assumptions

Clicks

Conversions

Answer

…

Calculate CPM, CPC, click-through rate, and cost per conversion from a single advertising funnel.

More results

Precision and calculation record

Decimal places in numeric results and text downloads

Rounding changes displayed numbers, not the calculation. Text, fractions, matrices and CSV schedules keep their own formatting. Automatic keeps up to 12 significant digits, with money shown to cents where applicable.

Saved scenario

Save the current answer, then change an input to compare. This clears when you leave.

Formula and assumptions

Use counts and spend from the same reporting period. This model assumes at most one conversion per click; view-through or repeated conversions require different attribution rules.

Automatic precision shows numbers to 12 significant digits. Thousands separators such as 1,000 are accepted; use a dot for decimals.

Scratch calculator

Check another calculation

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Updated 2026-09-26

Using Ad metrics calculator

Calculate CPM, CPC, click-through rate, and cost per conversion from a single advertising funnel.

Use counts and spend from the same reporting period. This model assumes at most one conversion per click; view-through or repeated conversions require different attribution rules.

Next: Basic calculator

A worked example

With advertising spend = 200, impressions = 10000, clicks = 400, conversions = 20, the cpm is 20.

Before you use the result

Use counts and spend from the same reporting period. This model assumes at most one conversion per click; view-through or repeated conversions require different attribution rules.

Example results for advertising spend

These examples use Impressions: 10000; Clicks: 400; Conversions: 20. They are reference calculations, not recommended settings.

Advertising spend	CPM
100	10
200	20
400	40

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ToolOctopus. “Ad metrics calculator.” Updated 2026-09-26. https://tooloctopus.com/ad-metrics-calculator.

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