Free Tools
Digital Marketing Calculators
Six free calculators for the numbers paid media runs on: cost per click, CPM and CTR, cost per conversion and ROAS with break-even targets, cost per view for video, advertising-to-sales ratio and budget, customer lifetime value, and monthly pacing. Each one shows its formula, and nothing you enter leaves your browser.
Once you have the numbers, put them to work: the PPC guide covers bidding and budgets, and the conversion rate optimization playbook shows how to lift the conversion rate behind every cost per conversion. For every other tool, guide, and template, see the resources hub.
Paid Media
CPC, CPM & CTR Calculator
Enter spend, clicks, and impressions to get cost per click, cost per thousand impressions, and click-through rate in one pass.
How it works
These three numbers describe the top of any paid campaign. CPC tells you what traffic costs, CPM tells you what reach costs, and CTR tells you how often people who see the ad choose to click it.
Formula
- CPC = spend ÷ clicks
- CPM = (spend ÷ impressions) × 1,000
- CTR = (clicks ÷ impressions) × 100
Glossary terms
Read next
Paid Media
Cost per Conversion (CPA) & ROAS Calculator
Turn spend, conversions, revenue, and margin into cost per conversion, return on ad spend, and the break-even targets that tell you whether a campaign is making money.
How it works
Cost per conversion, also called cost per acquisition or CPA, is what you pay in ad spend for each conversion. ROAS is the revenue each dollar of spend brings back. Add your profit margin to see the break-even ROAS and CPA, the lines a campaign has to beat before it earns anything.
Formula
- Cost per conversion (CPA) = spend ÷ conversions
- ROAS = revenue ÷ spend (× 100 for a percentage)
- Average order value = revenue ÷ conversions
- Break-even ROAS = 1 ÷ margin
- Break-even CPA = average order value × margin
- Profit after ad spend = (revenue × margin) − spend
Glossary terms
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Video & CTV
Cost per View (CPV) & Completed View Calculator
For YouTube, connected TV, and other video buys. Get cost per view, cost per completed view, view rate, and completion rate from four inputs.
How it works
Video platforms bill and report on views, but what counts as a view differs by platform and placement, so use the definitions your ad platform reports. Cost per completed view (CPCV) is usually the fairer comparison across placements, because it only counts people who watched to the end.
Formula
- CPV = spend ÷ views
- Cost per completed view (CPCV) = spend ÷ completed views
- View rate = (views ÷ impressions) × 100
- Completion rate (VTR) = (completed views ÷ impressions) × 100
- CPM = (spend ÷ impressions) × 1,000
Glossary terms
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Budget Planning
Marketing Budget & Advertising-to-Sales Ratio Calculator
See what share of revenue you spend on advertising, then size a yearly and monthly budget from the percentage you choose.
How it works
The advertising-to-sales ratio compares ad spend with revenue over the same period. It is a sanity check, not a target: the right percentage depends on your margins, growth goals, and how much each channel actually returns, which is what the ROAS and lifetime value calculators help you test.
Formula
- Advertising-to-sales ratio = (ad spend ÷ revenue) × 100
- Annual budget = revenue × (target % ÷ 100)
- Monthly budget = annual budget ÷ 12
Glossary terms
Read next
Unit Economics
Customer Lifetime Value (CLV) Calculator
Estimate what a customer is worth over the whole relationship. Knowing CLV is what lets you decide how much you can afford to pay to acquire one.
Keep your cost to acquire a customer comfortably below net CLV. How far below depends on your margins and how quickly you need the spend to pay back.
How it works
This is the simple, undiscounted version of lifetime value: how much a typical customer spends per order, how often, for how long, and how much of that you keep as profit. Compare net CLV with your cost per acquisition to see whether customers pay back what it costs to win them.
Formula
- Annual value = average order value × purchases per year
- Gross CLV = annual value × lifespan in years
- Net CLV = gross CLV × margin
Glossary terms
Read next
Budget Management
Monthly Ad Budget Pacer
Check whether your spend is on track partway through the month, and get a suggested daily budget to land exactly on target by the last day.
How it works
Pacing compares what you have spent with what an even daily spend would have reached by now. The status shows On pace while you are within about three quarters of one day's budget either way, and the suggested daily spend spreads the remaining budget over the remaining days.
Formula
- Target daily spend = monthly budget ÷ days in month
- Expected spend by today = target daily spend × days elapsed
- Projected month-end spend = (spent so far ÷ days elapsed) × days in month
- Suggested daily spend = (budget − spent) ÷ (days in month − days elapsed)
Glossary terms
Read next
Everything here runs in your browser. Nothing you type is sent anywhere or saved. These are estimates to help you reason about a campaign, not a substitute for the numbers in your ad platform and analytics.
Common Questions
Frequently Asked Questions
How do you calculate cost per conversion?
Divide ad spend by the number of conversions. $2,000 of spend that produced 40 conversions is a cost per conversion of $50. Many ad platforms call the same number cost per acquisition, or CPA, when the conversion you count is a sale or a lead.
What is the formula for ROAS?
ROAS is revenue divided by ad spend. $8,000 in revenue from $2,000 of spend is a ROAS of 4x, or 400%. To cover your ad spend from profit, ROAS has to reach at least 1 divided by your profit margin, so a 30% margin needs a ROAS of about 3.33x.
How do you calculate CPC, CPM, and CTR?
CPC is spend divided by clicks. CPM is spend divided by impressions, times 1,000. CTR is clicks divided by impressions, times 100. $1,000 that bought 400 clicks from 40,000 impressions works out to a $2.50 CPC, a $25 CPM, and a 1% click-through rate.
How do you calculate cost per view and cost per completed view?
Divide video spend by views for cost per view, and by completed views for cost per completed view. $500 that earned 5,000 views and 3,000 completed views is a $0.10 CPV and about $0.17 per completed view. What counts as a view depends on the platform, so use the numbers your ad platform reports.
How do I calculate a digital marketing budget from revenue?
Multiply revenue by the percentage you plan to invest, then divide by 12 for a monthly figure. At $500,000 in annual revenue, an 8% budget is $40,000 a year, or about $3,333 a month. The advertising-to-sales ratio runs the other way: ad spend divided by revenue, times 100.
What is the difference between ROAS and ROI?
ROAS compares revenue with ad spend only. ROI compares profit with the total investment, so it accounts for product costs, fees, and other expenses. A campaign can show a healthy ROAS and still lose money once margins are counted, which is why the CPA and ROAS calculator shows break-even targets.
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</iframe>Adjust the height if your layout needs it. You can preview the embeddable version on its own at /calculators/embed. Want checklists instead? See the interactive marketing checklists, grab copy-ready templates from the free toolkit, or look up any metric in the glossary.