Ad Metrics Calculator

How do you use the ad metrics calculator?

Copy five totals from your ad account for one date range and paste them into the form above. Every metric updates as you type, and any metric whose input is missing shows a dash.

1. In Ads Manager (or any ad platform), set the date range and select the campaigns, ad sets or ads you want to measure.
2. Copy amount spent, impressions, clicks, purchases and purchase revenue. Use link clicks if you want CTR and CPC to reflect clicks to your site.
3. Optional: add the price per order and variable costs per order (product cost, shipping, payment fees, packaging). This adds the three break-even figures.
4. Copy the page link to share the result. Only the numbers go into the link.

What does each metric mean, and how is it calculated?

Each metric divides one total by another. The table lists every output, its formula, and the dedicated tool page with more detail.

The ratio formulas match Meta's own definitions for CPM, link CTR, cost per purchase and purchase ROAS. Break-even ROAS as 1 divided by margin comes from the Amazon Ads "Ads Math" guide.

Worked example

Enter these numbers in the calculator above (example numbers, in any currency):

The tool shows the same results:

To add the break-even figures, enter a price per order of 150 and variable costs per order of 90 (example numbers; 150 is the same average order value as 7,500 ÷ 50). The contribution margin is 60 per order, which is 40 percent of the price.

Each actual figure is on the right side of its break-even figure: ROAS 3.0 is above 2.5, CPA 50 is below 60 and CPM 12.50 is below 15.00. In this example, each attributed order covers its ad cost and leaves margin. If your orders often contain more than one item, enter the average order value as the price and the average variable costs per order.

Which numbers should you compare?

Compare each actual figure with its break-even figure, not with a number from someone else's account. ROAS against break-even ROAS, CPA against break-even CPA and CPM against break-even CPM all answer the same question from three angles: does each order cover its own ad cost?

The other ratios explain why. A low CTR with a normal CPM points at the ad itself (the hook, the offer or the format). A normal CTR with a low conversion rate points at the landing page or the offer. Our creative testing framework covers how to test one change at a time.

What are the limits of this calculator?

The calculator divides the totals you enter. It can't check whether those totals are correct or complete.

• Attribution. Purchases and revenue are what the ad platform attributes to the ads, using its attribution setting. Your store's own numbers may differ.
• One period at a time. All five inputs must cover the same date range and the same campaigns, or the ratios mean nothing.
• Clicks vary by definition. Meta reports both all clicks and link clicks. Pick one and use it every time.
• No benchmarks. The tool gives no "good" or "bad" verdicts, because published averages mix industries, countries and placements.
• First order only. Break-even figures cover a single order. Repeat purchases are covered by the LTV calculator, and new-customer cost by the CAC calculator.

Related tools and glossary entries

Every metric here has its own tool page and glossary entry: CPM, CTR, CPA, ROAS, break-even ROAS and contribution margin. The contribution margin calculator helps you work out the variable costs per order that the break-even figures need. For video ads, the hook rate calculator covers hook rate and hold rate, and the A/B test calculator checks whether a difference between two creatives is significant. All free tools are on the tools page.

If you want more ad versions to test against these numbers, see how Anglr works for brands.