Paid Advertising Formula Reference
PPC metrics answer different questions. CPC measures traffic cost, CPA and cost per result measure outcome cost, ROAS compares revenue with ad spend, and ROI measures profit relative to a wider investment. Choose the formula that matches the decision you need to make.
8 PPC Formula Calculators
Enter your own campaign numbers. Every result updates instantly in your browser and is not uploaded.
Cost per Click (CPC)
Ad Spend ÷ ClicksFind the average amount paid for one click.
Click-Through Rate (CTR)
Clicks ÷ Impressions × 100Measure the percentage of ad impressions that produced a click.
Conversion Rate (CVR)
Conversions ÷ Clicks × 100Measure the percentage of paid clicks that completed the desired action.
Cost per Acquisition (CPA)
Ad Spend ÷ ConversionsCalculate platform advertising cost for each conversion.
Cost per Result (CPR)
Total Campaign Cost ÷ ResultsCalculate the complete campaign cost for each lead, sale, or other result.
Return on Ad Spend (ROAS)
Attributed Revenue ÷ Ad SpendSee how much attributed revenue returned for each dollar of ad spend.
Return on Investment (ROI)
Profit ÷ Total Investment × 100Measure profit relative to the complete campaign investment.
Break-Even ROAS
1 ÷ Contribution MarginFind the minimum ROAS required before advertising becomes unprofitable.
Why the Definitions Matter
Advertising platforms may use “result,” “conversion,” and “value” differently depending on campaign objectives and tracking settings. Document the exact event included in each metric before comparing campaigns. A lead form and a completed purchase should not be treated as equal results unless the business has assigned and validated their economic values.
Use the PPC calculator to connect these formulas in one campaign model, or review our calculation methodology for cost and rounding rules.