Marketing Calculators
Work out what your ads really cost and earn, from CPM, CPC and CTR to ROAS, customer acquisition cost and lifetime value, with every formula shown.
- CPM
- CTR
- CPC
- ROAS
- CPA
- CAC
- Lifetime value
- Engagement rate
Marketing Calculators for Ad Cost, Clicks and Customer Value
Every paid campaign runs on the same chain of numbers. Spend buys impressions, impressions turn into clicks, clicks turn into sales, and sales add up to revenue and customers who come back.
These marketing calculators each solve one link in that chain. The table below runs a single campaign through all of them: $1,800 of spend, 240,000 impressions, 2,160 clicks, 54 sales and $5,400 of ad revenue.
| Metric | Formula | Same campaign |
|---|---|---|
| CPM (eCPM) | Cost ÷ impressions × 1,000 | $1,800 ÷ 240,000 × 1,000 = $7.50 |
| CTR | Clicks ÷ impressions × 100 | 2,160 ÷ 240,000 × 100 = 0.90% |
| CPC | Cost ÷ clicks | $1,800 ÷ 2,160 = $0.83 |
| Conversion rate | Conversions ÷ clicks × 100 | 54 ÷ 2,160 × 100 = 2.5% |
| CPA | Cost ÷ conversions | $1,800 ÷ 54 = $33.33 |
| Cost per lead | Cost ÷ leads | $1,800 ÷ 120 = $15.00 |
| ROAS | Ad revenue ÷ ad spend | $5,400 ÷ $1,800 = 3.0 |
| Break-even ROAS | 1 ÷ profit margin | 1 ÷ 0.40 = 2.5 |
| ACoS | Ad spend ÷ ad revenue × 100 | $1,800 ÷ $5,400 × 100 = 33.3% |
| TACoS | Ad spend ÷ total revenue × 100 | $1,800 ÷ $12,000 × 100 = 15% |
| CAC | Sales and marketing cost ÷ new customers | $9,000 ÷ 60 = $150 |
| Customer lifetime value | Order value × orders a year × years × margin | $60 × 4 × 3 × 0.50 = $360 |
| Engagement rate | Engagements ÷ followers × 100 | 450 ÷ 15,000 × 100 = 3% |
| GRP | Reach % × average frequency | 40 × 2.5 = 100 |
| Cost per view | Cost ÷ views | $300 ÷ 6,000 = $0.05 |
The lead, CAC, lifetime value, engagement, GRP and view rows use their own sample inputs, since one ad campaign does not produce all of them.
What Each Marketing Calculator Solves
The set covers 17 tools in five groups. The CPM Calculator is live now, and the rest are added to this page as each one is built and checked.
Ad cost, reach and budget
The CPM Calculator turns spend and impressions into a cost per 1,000, and also covers eCPM, cost per click and YouTube creator pay. The Cost Per View Calculator does the same job for video ads billed by the view.
The GRP Calculator multiplies reach by frequency to size a media plan. The Google Ads Budget Calculator works back from a target number of clicks or sales to the daily budget that buys them.
Clicks and conversions
The CTR Calculator shows what share of impressions became clicks, and the CPC Calculator prices each click. The Conversion Rate Calculator measures how many of those clicks turned into a sale or sign-up.
The CPA Calculator divides spend by those conversions. The Cost Per Lead Calculator does the same for form fills and calls, which is the number most service businesses track.
Return on ad spend
The ROAS Calculator divides ad revenue by ad spend. The Break Even ROAS Calculator sets the floor from your profit margin: at a 40% margin, any ROAS under 2.5 loses money on each sale.
The TACoS Calculator, which also gives ACoS, is built for marketplace sellers. ACoS compares spend with ad-driven sales only, while TACoS compares it with total sales, so it shows whether ads are lifting the whole store.
Customer acquisition and lifetime value
The Customer Acquisition Cost Calculator adds every sales and marketing cost, not just ad spend, and divides by new customers. That makes CAC higher than CPA for the same campaign.
The Customer Lifetime Value Calculator shows what one customer is worth over the whole relationship. Set it against CAC to see how much you can afford to pay for each new buyer.
Social media and creators
The Engagement Rate Calculator divides likes, comments, shares and saves by followers or reach, with Instagram and TikTok in mind. The Influencer Rate Calculator turns those numbers into a fair price for a sponsored post.
The YouTube Earnings Calculator estimates channel pay from views, the share of views that show ads, the playback CPM and the creator's revenue share.
Which Marketing Calculator to Start With
Start with the number you pay for. Display and video buys priced per 1,000 impressions start at CPM, search ads billed per click start at CPC, and influencer deals start at engagement rate.
Then move to the number you earn. ROAS against your break-even ROAS tells you whether a campaign makes money, and CAC against lifetime value tells you whether the customers it brings in are worth keeping.