Free ad-metrics calculators
Instant calculators for CPM, CPC, CTR and ROAS — plus campaign forecasting and real advertising benchmarks. No sign-up, results as you type.
Calculators
Free tri-directional calculators for every core ad metric — enter what you know and solve for whatever you're missing.
Campaign Forecast
PopularProject the full funnel — profit, ROAS and break-even CPM — or work backwards from a goal to the maximum CPM you can afford. Compare conservative, realistic and optimistic scenarios.
Open Campaign ForecastAdvertising Benchmarks
Average CPC, CTR and conversion rates by industry for Google Search and Meta, plus CPM by country — a reference point to check your own campaigns against.
View benchmarksUnderstanding your ad metrics
Every advertising campaign comes down to a handful of numbers: what it costs to reach people, how many of them act, and what you get back. These free calculators work out each metric instantly — enter what you know and solve for whatever you're missing.
- CPM (cost per 1,000 impressions)
- — what you pay to be seen 1,000 times.
- Cost per impression (CPI)
- — what a single ad impression costs.
- CPC (cost per click)
- — what you pay for each click.
- CTR (click-through rate)
- — the share of viewers who click.
- ROAS (return on ad spend)
- — the revenue returned for every dollar spent.
Together they tell the whole story: CPM and CPC are what your traffic costs, CTR is how well your ads earn attention, and ROAS is whether it all paid off.
Once you know your numbers, the Campaign Forecast tool projects the full funnel of a campaign before you spend, and the benchmarks show how your costs compare to typical rates for your industry.
Which calculator should you use?
Not sure where to start? Match the tool to what you're trying to measure:
- Paying to be seen? Use the CPM calculator (cost per 1,000 impressions), or the cost-per-impression calculator for a single-impression view.
- Paying for traffic? The CPC calculator works out the cost of each click.
- Measuring engagement? The CTR calculator shows the share of viewers who click.
- Measuring return? The ROAS calculator tells you the revenue earned for every dollar spent.
- Planning ahead? The Campaign Forecast projects the full funnel — profit, ROAS and break-even — before you commit a budget.
How the metrics fit together
These numbers aren't separate — they're one funnel. You pay to put your ad in front of people, measured by CPM or cost per impression. A share of them click (your CTR), and each click has a price (your CPC). Some of those clicks convert into customers, and the revenue they generate, divided by what you spent, is your ROAS. Move any one number and the rest shift with it: a higher CTR, for example, lowers your effective CPC and lifts your return. Understanding that chain is what turns a set of metrics into a plan — which is exactly what these calculators and the Campaign Forecast are built to help you do.
Free, instant, and private
Every tool here is free, needs no sign-up, and runs entirely in your browser — the numbers you enter never leave your device. Results update as you type, you can switch currency, and you can copy a shareable link to send any scenario to a colleague. Whether you're planning a budget, sanity-checking a media buy, or comparing your costs against industry benchmarks, the goal is the same: fast, honest answers without the friction.
Frequently asked questions
- Are these ad calculators free?
- Yes — every calculator, the campaign forecast tool and the benchmarks are completely free to use, with no sign-up and no limits.
- Do I need to create an account?
- No. There is nothing to sign up for. Open a tool, enter your numbers, and you get results instantly.
- What ad metrics can I calculate?
- CPM (cost per 1,000 impressions), cost per impression, CPC (cost per click), CTR (click-through rate) and ROAS (return on ad spend). You can also forecast a full campaign funnel and compare your costs against industry benchmarks.
- Do these work for Google Ads and Facebook (Meta) ads?
- Yes. The formulas are the same across platforms, so the calculators work for Google, Microsoft, Facebook, Instagram and most other ad channels. Our benchmarks cover Google Search and Meta specifically.
- How accurate are the calculators?
- The calculators use standard, exact advertising formulas, so the maths is precise. Benchmark figures are averages and directional estimates drawn from cited public reports — treat those as a reference and validate against your own account data.
- Is my data saved or shared?
- No. The tools run entirely in your browser. Values you enter stay on your device (in session storage) and are never sent to us or any server. See our privacy policy for details.