PPC Metrics Calculator
Calculate CTR, CPC, CPM, conversion rate, CPA and ROAS from your campaign numbers in one place.
How to use
Enter your numbers
Add impressions, clicks, cost, conversions and revenue.
Read the metrics
CTR, CPC, CPM, conversion rate, CPA and ROAS update instantly.
Optimise
Use the results to spot what to improve in your campaigns.
Results
How it calculates
- CTR = clicks ÷ impressions. Avg. CPC = cost ÷ clicks. CPM = cost ÷ impressions × 1,000.
- Conversion rate = conversions ÷ clicks. CPA = cost ÷ conversions. ROAS = revenue ÷ cost.
- If your conversion value is VAT-inclusive, tick that box and pick your VAT rate — the Net ROAS figure strips VAT out of revenue first, since UK/EU ad invoices are usually VAT-exclusive (reverse charge) while shop revenue usually is not, and comparing gross revenue against net cost overstates your real return.
Related tools
- Target ROAS Calculator — Work the other direction: from a target ROAS/CPA back to the maths, with multi-row comparisons
- Max CPC Bid Calculator — Turn a conversion rate and value into the maximum you can afford to bid
- Google Ads Waste Estimator — If these metrics look off, estimate what might be causing it
Last updated: 19 August 2026 · Built by the CWA Europe PPC team.
Frequently asked questions
What does the PPC Metrics Calculator do?
It calculates key paid search metrics — including click-through rate, cost per click, cost per acquisition, conversion rate and return on ad spend — from the raw numbers you enter such as impressions, clicks, cost and conversions.
How do I use it?
Enter the figures you have — such as total spend, number of clicks and number of conversions — and the calculator instantly derives all the metrics it can from those inputs, so you do not need to remember each formula.
Is this useful if I only have some of the numbers?
Yes. The calculator works out whichever metrics it can from the data you provide and leaves blank any it cannot calculate, so partial data is fine.
Is the tool free and are my figures stored?
The tool is completely free, needs no account, and all calculations happen in your browser — your campaign figures are never sent to or stored on a server.