Marketing Metrics Calculator – ROAS, CPC, CTR, CPA and CPM

Ad spend (₹)

Impressions

Clicks

Conversions (orders or leads)

Revenue from the ads (₹)

Fill in only what you know. Each metric appears as soon as the numbers it needs are filled in.

The ad metrics, in plain words

Every online ad campaign produces a handful of numbers that say how well it works. This calculator takes whatever you have from Google Ads, Meta Ads or another platform and works out the rest: how many people click, what a click or a sale costs, and how much revenue each rupee of ad spend brings back.

Formulas

CTR   = clicks ÷ impressions × 100
CPC   = ad spend ÷ clicks
CPM   = ad spend ÷ impressions × 1,000
Conversion rate = conversions ÷ clicks × 100
CPA   = ad spend ÷ conversions
ROAS  = revenue ÷ ad spend
ROI   = (revenue − ad spend) ÷ ad spend × 100
AOV   = revenue ÷ conversions

Worked example

You spend ₹25,000 and get 5,00,000 impressions, 6,250 clicks, 250 orders and ₹1,00,000 of revenue.

CTR is 1.25%, CPC is ₹4.00, CPM is ₹50.00, the conversion rate is 4%, and CPA is ₹100. ROAS is 4.00x, so each rupee of ads brought back ₹4, an ROI of 300%. The average order value is ₹400.

Frequently asked questions

Is a ROAS of 4 good?

It depends on your margins. If your profit margin is 25%, a ROAS of 4 only just breaks even once product costs are covered. Compare ROAS with your break-even ROAS, which is 1 ÷ margin.

What is a good CTR?

It varies a lot by platform, ad type and industry. Compare against your own past campaigns first, then against industry figures from the platform.

What is the difference between ROAS and ROI?

ROAS is revenue divided by ad spend. ROI also subtracts the spend, so a ROAS of 4 equals an ROI of 300%. Neither counts product costs unless you include them.

Why do some metrics not appear?

Each one needs specific boxes. CTR needs impressions and clicks, CPA needs spend and conversions, and ROAS needs spend and revenue. Fill in more boxes to see more.

Does this use my ad account?

No. You type the numbers in, and nothing is connected or sent anywhere.

Results are estimates for information only and are not financial, tax or legal advice.