Ad Metrics Calculator (CTR, CVR, CPA, ROAS)

Calculate CTR, CVR, CPA and ROAS from your ad numbers. Only the metrics that can be calculated from what you entered are shown.

Impressions

Clicks

Conversions (number of results)

Ad spend

Revenue (from the ads)

Impressions, clicks and conversions are whole numbers of 0 or more. Ad spend and revenue are amounts of 0 or more with up to 2 decimal places, in any one currency (use the same currency for both). Only the metrics that can be calculated from what you entered are shown.

Rounding of the CPA (to the cent)

CTR (click-through rate) — The share of impressions that were clicked (clicks ÷ impressions)

CVR (conversion rate)—

The share of clicks that led to a conversion (conversions ÷ clicks)

CPA (cost per acquisition)—

The ad spend needed to get one conversion (ad spend ÷ conversions)

ROAS (return on ad spend)—

Revenue from the ads per unit of ad spend (revenue ÷ ad spend), shown as a multiple and as a percentage. Not the same as profit margin or ROI.

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The value copied is one line for each metric that could be calculated.

Formulas and meaning of the four metrics

Metric	Formula	Meaning
CTR (click-through rate)	clicks ÷ impressions × 100 (%)	The share of impressions that were clicked. A rough measure of how well the ad catches attention
CVR (conversion rate)	conversions ÷ clicks × 100 (%)	The share of clicks that ended in a result such as a purchase or a sign-up. A rough measure of how well the page after the ad works
CPA (cost per acquisition)	ad spend ÷ conversions	The ad spend needed to get one result
ROAS (return on ad spend)	revenue ÷ ad spend	How much revenue each unit of ad spend brought in. A ROAS of 4.00x (400%) means revenue of 4 times the ad spend

ROAS as a multiple and as a percentage

ROAS is the same number written two ways. A multiple such as 4.00x means 4 units of revenue for every unit of ad spend. A percentage such as 400% is that multiple times 100. This calculator shows both, with the multiple first (for example, "4.00x (400.00%)"). A ROAS of 1.00x (100%) means that revenue equals ad spend. Which form is used depends on the person or the report, so check which one a report means.

The CVR denominator is clicks

In this calculator, the CVR denominator is clicks. Some analytics tools and ad platforms use sessions or users as the denominator, and the same results then give a different figure. When you compare with another tool's CVR, check its definition.

Zero and "Not available" are different

When the denominator is 0, the metric is not available, because you cannot divide by 0. With 0 impressions the CTR is not available; with 0 clicks the CVR; with 0 conversions the CPA; with an ad spend of 0 the ROAS. The reason is shown.
When only the numerator is 0, the result is correctly 0. For example, with clicks but 0 conversions the CVR is 0.00%; with ad spend but 0 revenue the ROAS is 0.00x (0.00%); with an ad spend of 0 and some conversions the CPA is 0.
An item you did not enter is shown as "—". It is told apart from both 0 and "not available".

ROAS is not profit margin or ROI

ROAS: revenue ÷ ad spend. It is based on revenue before cost of goods, fees, labor and so on are taken out.
Profit margin: profit ÷ revenue.
ROI: profit ÷ the amount invested.

Even with a ROAS of 1.00x, you may be losing money once the cost of goods is subtracted from the revenue. For example, for a product whose profit is 25% of revenue before ad spend, a ROAS of 4.00x (revenue 4 times the ad spend) is exactly the point where ad spend and profit are equal (1 ÷ 0.25 = 4). To see profit after ad spend, check it together with a margin calculation. For a return on an investment, see the ROI and Payback Period Calculator. This calculator computes ROAS only.

Example

With 100,000 impressions, 2,000 clicks, 40 conversions, ad spend of 2,000.00 and revenue of 8,000.00:

CTR = 2,000 ÷ 100,000 = 2.00%
CVR = 40 ÷ 2,000 = 2.00%
CPA = 2,000 ÷ 40 = 50.00
ROAS = 8,000 ÷ 2,000 = 4.00x (400.00%)

Notes

The CTR, CVR and ROAS are rounded to 2 decimal places as percentages (the 3rd decimal place is rounded to nearest). The CPA is rounded to the cent with the method you choose (round to nearest by default). Only one rounding is applied to each value.
When there are more clicks than impressions, the CTR is still shown and is not treated as an error. Google Ads Help lists three reasons this can happen: looking at the date range "Today" (clicks and impressions are updated at different speeds), browser caching of search results (impressions are not recorded again), and several clicks on one ad impression (Google Ads Help, "Issues with clicks and clickthrough rate"). If a CTR is above 100%, check the period and how the data was counted.
When there are more conversions than clicks, this is not treated as an error either. The CVR can be above 100% when one click is counted as several conversions, for example. Check how conversions are counted.
Counts are whole numbers up to 999,999,999,999. Amounts have up to 2 decimal places and are limited to 9,999,999,999.99. Commas are accepted only as thousands separators (1,234.5). The symbols $, € and £ and spaces are ignored.
If the numbers do not match those in an ad platform's dashboard, check the period and the way it counts clicks and credits conversions.

Frequently asked questions

Is a high CTR a good sign?

CTR is a rough measure of how well an ad catches attention, but it does not mean the clicks turn into results. Look at the CVR, CPA and ROAS too.

What is a good CPA?

It depends on your profit. If the profit from one result is larger than the CPA, the ad is likely to pay for itself.

If the ROAS is below 1.00x, am I always losing money?

The revenue is below the ad spend, so the ad spend alone is not covered. For products that keep paying after the first purchase, such as subscriptions, the cost may still be recovered later.