How to use the Ad Metrics Calculator
- 1. Enter spend and reachType ad spend, impressions and clicks.
- 2. Add resultsOptional: conversions and revenue.
- 3. See all metricsGet every ratio in one table.
The formulas
- CTR = Clicks ÷ Impressions × 100
- CPC = Cost ÷ Clicks
- CPM = Cost ÷ Impressions × 1,000
- Conversion rate = Conversions ÷ Clicks × 100
- CPA / CPL = Cost ÷ Conversions
- ROAS = Revenue ÷ Cost
Example: ₹25,000 spent, 1,80,000 impressions, 2,700 clicks, 95 leads and ₹76,000 revenue gives CTR 1.50%, CPC ₹9.26, CPM ₹138.89, conversion rate 3.52%, cost per lead ₹263.16 and ROAS 3.04×.
Making sense of ROAS
ROAS only compares revenue with ad cost. It ignores product cost, delivery and other expenses, so a ROAS of 3× can still lose money on a low-margin product. Work out your break-even ROAS as 1 ÷ gross margin: at a 40% margin you need at least 2.5× just to cover product cost.
- Ad platforms in India add 18% GST to your bill; tick the option to include it.
- Compare CPA with the lifetime value of a customer, not just the first sale.
- Change one thing at a time when testing ads.
Reading the metrics together
Low CTR with a fine conversion rate points to weak ad creative or targeting. Good CTR with a poor conversion rate points to a slow or confusing landing page. High CPM can mean a competitive audience or a narrow target. Looking at the numbers together tells you where to fix the funnel.
Frequently asked questions
What is a good CTR?
It depends on platform, industry and ad format. Compare against your own past campaigns.
Should I include GST?
Yes, if you cannot claim input tax credit. It is part of your real cost.
What if I only have spend and clicks?
Impressions are also needed for CTR and CPM; conversions and revenue are optional.
Is this tool free?
Yes, it is free. The first time you see a result we ask for your name and WhatsApp number, and after that every Uncodemy tool opens without asking again.