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CPM, CPC and CTR calculator

Enter your impressions, clicks and spend to get all three metrics at once: CPM, CPC and CTR.

impr.

How many times the ad was shown.

clicks
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Enter your impressions, clicks and spend to get your CPM, CPC and CTR.

CPM, CPC, CTR: three ways to read the same media buy

CPM is the cost per thousand impressions, CPC the cost of a click, and CTR the share of impressions that turn into clicks. Three angles on the same campaign: the cost of visibility, the cost of traffic, and how appealing the ad is.

How they fit together

The three aren’t independent: CPC = CPM ÷ (10 × CTR as a percentage). At a constant impression cost, an ad that gets clicked more brings the cost of a click down. CTR is the creative and targeting lever that connects the cost of visibility to the cost of traffic.

Which one to watch, and when

For awareness (Display, video), CPM is what counts: you’re buying visibility. For performance (Search, social), CPC and CTR matter more, because they drive traffic. To follow it all the way to results, move on to the conversion rate and budget calculators.

Common questions

How do you calculate CPM?

CPM (cost per mille) is your spend divided by the number of impressions, multiplied by 1,000. For example, $500 for 100,000 impressions gives a CPM of $5. It’s the cost of showing the ad a thousand times, regardless of how many clicks it gets.

How do you convert CPM to CPC?

The two are tied together by CTR: CPC = CPM ÷ (10 × CTR as a percentage). For example, with a CPM of $5 and a CTR of 2%, CPC is 5 ÷ (10 × 2) = $0.25. So at a constant CPM, a better CTR automatically lowers your cost per click.

What’s a good CTR?

CTR depends heavily on the channel (Search, Display, video, social) and the format: the same figure can be excellent on Display and weak on Search. As with the other metrics, the best benchmark is how your own CTR trends over time.

Other calculators

ROAS calculatorCPA calculatorAd budget calculatorBreak-even calculatorConversion rate calculatorMax bid calculator (max CPC)Customer lifetime value (LTV) calculator

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