Ad Metrics Calculator
The full ad funnel with its definitions attached: solve-any-direction CPM, blocked instead of propagated invalid data, conversion counting you choose, margin-driven break-evens, and a planner that admits it is arithmetic.
CPM solver enter any two, the third is solved
Full funnel
Unit economics: contribution and break-even bids
Scenario planner arithmetic from your assumptions, not a forecast
Show the math
Metrics are only as good as their definitions
Most ad-metric mistakes are definition mistakes: impressions called reach, all-action conversions compared against unique acquisitions, attributed revenue treated as profit, and a projection from fixed rates treated as a forecast. This workspace pins every number to its definition: reach requires a frequency assumption and says estimate; the conversion-rate label changes with the counting model; the money left after ad spend is named exactly that; and invalid inputs stop dependent outputs instead of flowing into confident nonsense. Your break-even ROAS, CPA and CPC come from your margin, entered once in the economics panel.
Ad metrics FAQ
Which metrics does this calculator compute?
From your funnel counts and spend: CPM, CPC, CTR, acquisition or conversion rate (you choose the counting model), CPA and ROAS, each with its formula in the Show the math panel. The quick solver on top handles the reverse directions too: enter any two of cost, impressions and CPM and the third is solved with the rearranged formula shown.
Why does the calculator block my CTR sometimes?
Because 200 clicks from 100 impressions is not a 200% CTR, it is broken data: mismatched date ranges, mixed sources, or click fraud. Standard CTR counts unique ad clicks per impression and cannot exceed 100%. Instead of propagating an impossible rate into planners and projections, this calculator blocks CTR and everything derived from it, and says why, until the counts make sense.
Can conversion rate really exceed 100%?
In one specific reporting model, yes: when the platform counts EVERY conversion action (Google Ads "Every" setting), one click can produce several counted conversions, and the rate legitimately passes 100%. The conversion-counting selector switches between that model and unique acquisitions, where above-100% is an error. The metric is labeled differently in each mode so reports stay unambiguous.
Where did the profit tile go?
It was never profit. Revenue minus ad spend ignores product costs, shipping, fees and everything else, so this calculator labels that number "revenue after ad spend" and marks it NOT profit. Open the unit economics section and enter your contribution margin: then you get campaign contribution after ads, break-even ROAS, break-even CPA and a max CPC, each derived from your economics rather than optimism.
Is the planner a forecast?
No, and it says so on the result. Budget divided by CPM times CTR is arithmetic on your assumptions: it cannot model auctions, seasonality, audience saturation or creative fatigue. The planner shows low/base/high scenarios (rates varied 20%, CPM inversely), labels the output "expected impressions" (never reach: reach means unique people and needs a frequency assumption, which has its own field), and points you at platform planners for auction-aware estimates.
Why are there no benchmark chips telling me if my CTR is good?
Because "typical CTR" depends on channel, objective, industry, geography, device, placement, brand versus non-brand terms and the date, and a single uncited number pretending otherwise is decoration, not information. Your break-even economics, which this tool does compute from your margin, are a far better judge of your numbers than someone else’s average.
More free tools: CPM Calculator · CTR Calculator · CPA Calculator · ROAS Calculator · Marketing ROI