Click-through rate
Clicks ÷ impressions × 100 measures how often impressions become clicks.
071 · BUSINESS & FINANCE
Ad & Sales Performance Calculator
Calculate CTR, CPC, CPM, conversion rate, CAC, ROAS, ROI, and AOV with the formula and actual denominator shown for each metric.
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HOW TO USE
How to use
- 01
Choose CTR, CPC, CPM, conversion rate, CAC, ROAS, ROI, or AOV.
- 02
Enter the two values required by the selected KPI. The denominator input is marked explicitly.
- 03
Review the result together with its formula and the denominator actually used.
- 04
For ROAS, review both the x multiple and percentage and keep it separate from ROI.
- 05
Open A/B comparison when you want to compare two sets using the same KPI.
- 06
Do not read CTR, CPC, and conversion rate in isolation; review CAC and ROAS together for a fuller performance view.
KPI FORMULA
Advertising and sales KPI guide
Core KPI formulas are separated so you can verify the math and aggregation scope before comparing dashboards.Click and impression cost
CPC is ad spend ÷ clicks; CPM is ad spend ÷ impressions × 1,000.
Conversion rate
The default is conversions ÷ clicks × 100; align denominator definitions before comparing platforms.
Customer acquisition cost
Acquisition spend ÷ new customers; do not mix existing customers into the denominator.
Revenue efficiency vs return
ROAS is attributed revenue ÷ ad spend, while ROI is (return − cost) ÷ cost × 100.
Average order value
Revenue ÷ orders; keep it separate from revenue per customer.
IMPORTANT NOTES
Important notes
- CTR = clicks/impressions×100, CPC = ad spend/clicks, and CPM = ad spend/impressions×1,000.
- Conversion rate defaults to conversions/clicks×100. If a platform uses another base, compare only after aligning the definition and period.
- CAC = acquisition spend/new customers and should not mix existing customers into the denominator.
- ROAS = attributed revenue/ad spend, while ROI = (return−cost)/cost×100. They are not the same metric.
- AOV defaults to revenue/orders and is separate from revenue per customer.
- A zero denominator is an error. Internal calculation uses raw values and rounds only for final display.
- Different attribution windows and conversion-counting methods can produce different metrics for the same campaign.
FAQ
Frequently asked questions
01How is CTR calculated?+
Clicks divided by impressions, multiplied by 100. For 50,000 impressions and 1,000 clicks, CTR is 2%.
02What is the difference between CPC and CPM?+
CPC is cost per click; CPM is cost per 1,000 impressions.
03Is ROAS 400% the same as ROI 400%?+
No. They use different numerators and measure different things.
04Which customers count for CAC?+
Use new customers acquired by the relevant acquisition spend.