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CPA calculator

Enter your spend and conversions to get your CPA. Add what a customer is worth and your margin to instantly see the highest CPA you can afford.

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With your margin, shows the CPA you can afford.

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Enter your spend and conversions to get your CPA.

How is CPA calculated?

CPA (cost per acquisition) is your ad spend divided by the number of conversions. A CPA of $50 means every conversion, whether a sale, a lead or a call, cost you $50 on average.

What’s the highest CPA you can afford?

It comes down to what a customer is worth to you. The highest CPA you can afford is the margin you make on a customer: their value multiplied by your margin rate. Beyond that, every acquisition loses you money, no matter how good the campaign looks.

Don’t trust the average CPA

The overall CPA usually hides what matters: two or three keywords spending without converting pull the average up while the rest is fine. Look at CPA per campaign and per search term, not just the account average, to find what needs fixing.

Common questions

How do you calculate CPA?

CPA (cost per acquisition) is your ad spend divided by the number of conversions. For example, $1,000 in spend for 20 conversions gives a CPA of $50. It’s the average cost of winning a customer or a lead.

What’s a good CPA?

There’s no universal benchmark: a good CPA is simply one below what a customer brings in. If a customer is worth $200 at a 40% margin, you can pay up to $80 per acquisition before losing money. Always compare your CPA to your margin, never to a number you found online.

What’s the difference between CPA and CPC?

CPC is the cost of a click, CPA the cost of an acquisition. It usually takes several clicks to get one conversion, so your CPA depends on your CPC and your conversion rate. A low CPC doesn’t guarantee a profitable CPA if the site converts poorly.

Other calculators

ROAS calculatorAd budget calculatorBreak-even calculatorConversion rate calculatorCPM, CPC and CTR calculatorMax bid calculator (max CPC)Customer lifetime value (LTV) calculator

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