[ Free tool · Ads and growth ]

All-in-one ad metrics calculator

Type in the five numbers from your Meta, Google or LinkedIn ads report and see every key metric at once, so you can spot exactly where a campaign is leaking money.

Use the tool All free tools
  • CPM…
  • CPC…
  • CTR…
  • Conversion rate…
  • CPA / cost per lead…
  • ROAS…
  • ACoS…

Runs in your browser. Nothing you type is sent to Be12 Media.

[ How to use it ]

How to use the Ad Metrics Calculator

  1. Choose your currency.
  2. Copy spend, impressions, clicks, conversions and revenue from your ads report for the same date range.
  3. Read the metrics: anything you leave blank is simply skipped.
  4. Use the funnel view to see which step (attention, click or conversion) is the weakest.

[ Explained ]

The formulas behind the numbers

CPM
Spend ÷ impressions × 1,000. What it costs to be seen.
CPC
Spend ÷ clicks. What it costs to get a visit.
CTR
Clicks ÷ impressions × 100. How well the ad earns attention.
Conversion rate
Conversions ÷ clicks × 100. How well the landing page turns visits into leads or sales.
CPA
Spend ÷ conversions. What each lead or sale costs.
ROAS
Revenue ÷ spend. Revenue earned for every 1 spent.
ACoS
Spend ÷ revenue × 100. The share of revenue that went on ads (common on Amazon).

There is no universal good number for any of these: it depends on your price, margin, industry and platform. Compare against your own past campaigns and against your break-even ROAS.

[ FAQ ]

Questions about the Ad Metrics Calculator

Why do my numbers differ from what the ads platform shows?

Platforms sometimes calculate CTR from link clicks only, or count conversions with different attribution windows. Use the same column names and date range from one report, and this calculator will match the platform maths.

Should I count leads or sales as conversions?

Use whatever the campaign was optimised for. For lead generation, enter leads to get cost per lead; then repeat with closed sales to see the real cost per customer.

What is the difference between ROAS and ROI?

ROAS compares revenue with ad spend only. ROI subtracts all costs, including product cost, delivery, staff and fees, from the revenue. A campaign can show a healthy ROAS and still lose money if margins are thin; check our break-even ROAS calculator.

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Related tools and guides

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