Ad Metrics Calculator — CPM, CPC, CPA, CTR & ROAS
Five metrics, one set of inputs. Paste a campaign’s spend, impressions, clicks, conversions, and revenue into the “All metrics” tab and every figure it supports is calculated at once — CPM, CPC, CTR, CPA, click-to-conversion rate, revenue per conversion, ROAS, ROI, and profit. The per-metric tabs work backwards too: fill in any two of the three fields and the third is solved, so a target CPA and a conversion goal become the budget you need to ask for.
Paste a campaign row and get every metric at once, or pick a metric tab to solve for a missing number.
Campaign numbers
Fill in what you have — every metric the numbers support appears below, and the rest stay blank.
Metrics
Enter at least two campaign numbers — spend and impressions, or spend and clicks — to see metrics.
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Try Moda free →Why these five metrics live on one page
Because they are five ratios of the same five numbers. Spend over impressions (times a thousand) is CPM; spend over clicks is CPC; spend over conversions is CPA; clicks over impressions is CTR; revenue over spend is ROAS. Splitting them into five pages would mean typing the same campaign row five times and reading five near-identical explanations. They also only mean anything together: a CPM that halved is good news or bad news depending entirely on what happened to CTR and CPA underneath it. Cheap impressions bought from an audience that never clicks make every downstream number worse while the headline metric improves.
Reading the funnel, not the metric
The chain runs impressions → clicks → conversions → revenue, and each metric is a cost or a rate at one step. When CPA rises, the useful question is which link moved: a higher CPM means media got more expensive, a lower CTR means the creative stopped earning the click, and a lower click-to-conversion rate means the landing page or the offer is where people are leaving. The all-metrics tab shows the whole chain at once precisely so you can find the step that moved instead of arguing about the endpoint. If CPM and CTR are both flat and CPA still jumped, the ads are not the problem.
ROAS is not profit, and the difference gets people fired
ROAS compares revenue to ad spend, and nothing else. A 3× ROAS on a product with a 30% gross margin loses money on every order: $100 of revenue carries $30 of margin against $33 of ad spend. The break-even ROAS for any business is 1 divided by its gross margin — 3.33× at a 30% margin, 2× at 50%, 1.25× at 80% — and a campaign hitting the target ROAS in the dashboard can still be underwater once COGS, shipping, payment fees, and returns come out. The ROI figure here is revenue minus spend over spend, which is closer, but still knows nothing about your cost of goods. Treat both as media efficiency numbers, not as a profit statement — this page does arithmetic on what you type and is not financial advice.
Solving backwards: the budget a target implies
Every per-metric tab solves for whichever field you leave blank, which turns the same formula into a planning tool. Enter a $40 target CPA and 250 conversions, leave spend empty, and you get the $10,000 the plan requires. Enter a budget and a historic CPC to get the clicks it buys. Enter an impression forecast and a target CTR to see the traffic to expect. Fill in all three and the metric is recalculated from the two measured numbers, with a warning if it disagrees with the figure you typed — the tool never shows a value that came from two different sources.
Frequently asked questions
How is CPM calculated?
CPM is cost per thousand impressions: spend ÷ impressions × 1,000. Spending $2,500 for 420,000 impressions is a $5.95 CPM. The thousand is the only thing that makes CPM different from a plain cost-per-impression figure, and it exists because per-impression costs are inconveniently small numbers.
What is a good CTR or CPC?
There is no universal answer, and any page that gives you one is guessing. Both vary by an order of magnitude across placement, industry, audience temperature, and format — search ads on branded terms and cold-audience display ads are not on the same scale. The number worth watching is your own trend against your own baseline, on the same placement, which is why this tool calculates rather than benchmarks.
Can I work out the budget I need from a target CPA?
Yes — that is what the CPA tab does when you leave spend blank. Enter your target cost per acquisition and the number of conversions you need, and the required spend is calculated. The same works in every tab: leave any one of the three fields empty and it gets solved from the other two.
What does a 4× ROAS mean?
That the campaign returned four dollars of revenue for every dollar of ad spend. Whether that is profitable depends on gross margin: break-even ROAS is 1 ÷ margin, so 4× is comfortably profitable at a 50% margin and roughly break-even at 25%. ROAS is a media metric, not a profit metric.
Why does my conversion rate show above 100%?
Because you entered more conversions than clicks, and the calculator says so rather than hiding it. That is normal in dashboards using view-through or cross-device attribution, where a conversion can be credited to an ad that was seen but not clicked. It is also what a mismatched date range or a wrong column looks like, so the warning is worth a second look.
Are my campaign numbers sent anywhere?
No. Everything is calculated in your browser as you type — nothing is uploaded, stored, or logged. Use the copy button to keep a text version of the results; reloading the page clears the fields.