Advertising metrics calculator
These metrics only make sense together. A cheap click that never converts flatters your CPC and ruins your CPA, so the whole funnel is shown at once — along with the ROAS you need just to break even.
- Break-even ROAS
- 2.50
- Profit after ad spend
- $960.00
- Click-through rate
- 2.00 %
- Cost per click
- $0.33
- Cost per thousand impressions
- $6.67
- Conversion rate
- 3.00 %
- Cost per acquisition
- $11.11
- Average order value
- $50.00
The formula
CTR = clicks / impressions. CPC = spend / clicks. CPM = spend / impressions × 1000. CVR = conversions / clicks. CPA = spend / conversions. ROAS = revenue / spend. Break-even ROAS = 1 / gross margin.
Worked example
1,200 of spend, 180,000 impressions, 3,600 clicks, 108 conversions and 5,400 of revenue at a 40% margin: ROAS 4.5 against a break-even of 2.5, CTR 2%, CPC 0.33, CPA 11.11, and 960 of profit.
How to use it
- 1Use one campaign and one date range; mixing campaigns averages away the thing you are looking for.
- 2Enter gross margin, not revenue margin. Break-even ROAS depends on what you keep from each sale, not what you charge.
- 3Compare ROAS against the break-even figure, not against 1. A ROAS of 2 loses money on a 40% margin.
Questions people ask
What is a good ROAS?
Anything above your break-even, which depends entirely on your margin. At a 40% margin you need 2.5 to stand still; at a 70% margin, 1.43. There is no universal good number.
Why is my ROAS high but the business not growing?
Usually because the platform claims conversions that would have happened anyway. Compare periods with spend on and off, or run a geographic holdout, to see the incremental effect.
Last reviewed: 2026-10-20