CPM, CPC and CTR Calculator (Advertising)
Cost per thousand impressions, cost per click and click-through rate of an ad campaign from its spend, impressions and clicks.
Results
CPM (cost per 1000 impressions)
5.000
CTR (click-through rate)
1.200
%
CPC (cost per click)
0.417
What this tool does
The three numbers are tied together: CPC equals CPM divided by 1000 times the CTR. That is why a cheap CPM can still mean expensive clicks if few people click, and why improving the ad's click rate lowers the price of every click without touching the bid. Compare campaigns on the metric you actually pay for and on what the click is worth to you, not on whichever looks best.
Formula
CPM = cost ÷ impressions × 1000 · CTR = clicks ÷ impressions · CPC = cost ÷ clicks = CPM ÷ (1000 × CTR)
Variables
| Symbol | Meaning | Unit |
|---|---|---|
sp | Ad spend | — |
im | Impressions | — |
cl | Clicks | — |
CPM | CPM (cost per 1000 impressions) | — |
CTR | CTR (click-through rate) | % |
CPC | CPC (cost per click) | — |
Worked example
- Ad spend500
- Impressions100,000
- Clicks1200
- CPM (cost per 1000 impressions)5.000
- CTR (click-through rate)1.200 %
- CPC (cost per click)0.417
Limitations
- The tool works with whatever currency you use for the inputs; it does not convert between currencies.
- The calculation runs at full precision and only the display is rounded. If you copy an intermediate value and retype it, small differences can appear.