Ad Metrics Calculator
Calculate CPC, CPM, CTR, CPA, ROAS and LTV on one page. Enter your margin to see the ROAS below which a campaign loses money.
1 · Campaign metrics
2 · Break-even ROAS
3 · Customer lifetime value
This tool runs entirely in your browser. What you enter is not sent to a server, not saved and not stored in cookies.
The formulas, in plain terms
- CPC (cost per click) = spend ÷ clicks.
- CPM (cost per 1,000 impressions) = spend ÷ impressions × 1,000.
- CTR (click-through rate) = clicks ÷ impressions.
- CPA (cost per acquisition) = spend ÷ conversions.
- ROAS (return on ad spend) = revenue ÷ spend. A ROAS of 4× means 4 in revenue for every 1 spent.
Break-even ROAS is the number that matters
A high ROAS is not automatically profitable; it depends on your margin. Break-even ROAS = 1 ÷ profit margin. With a 40% margin, break-even is 2.5×: below 2.5× the campaign loses money even if it “has a positive ROAS”. Enter your margin above and the tool tells you the line, and whether the campaign you entered is above or below it.
LTV and the LTV:CAC ratio
Lifetime value is what a customer is worth over all their orders. Revenue LTV = average order value × orders per customer; gross-profit LTV multiplies that by your margin. Compared with customer acquisition cost (CAC), a healthy business usually wants an LTV:CAC of at least 3:1.
Everything is calculated in your browser. The currency you pick only changes how results are shown; no conversion is made.