Free tool 12 of 26 · Media math & programmatic
CPM, CPC, CTR & CPA Calculator
Two modes. Analyse a campaign from spend, impressions, clicks and conversions, or forecast what a budget buys at a given CPM, CTR and conversion rate. Works the same for LinkedIn, ChatGPT ads, display, video and search.
- Free, no sign-up
- Runs in your browser
- Checked 19 October 2026
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How it works
How to use the CPM, CPC, CTR & CPA Calculator
- Choose Analyse or Forecast.
- Enter spend and results, or a budget with expected rates.
- Read every metric at once; nothing is stored.
| What | How it's worked out |
|---|---|
| CPM | Spend ÷ impressions × 1,000 |
| CPC | Spend ÷ clicks |
| CTR | Clicks ÷ impressions |
| Conversion rate | Conversions ÷ clicks |
| CPA | Spend ÷ conversions |
| Forecast impressions | Budget ÷ CPM × 1,000 |
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How to use the result
- Compare channels on cost per outcome, not CPM. A $60 LinkedIn CPM can beat an $8 display CPM if it reaches the buying committee.
- Forecast with the low end of your CTR range. Rates usually fall as you widen the audience.
- Very high CTR is a warning. Above about 5% on display or social, check placements and session quality for accidental clicks and bots.
Questions
Straight answers.
How do you calculate CPM?
Divide spend by impressions and multiply by 1,000. $4,200 for 380,000 impressions is a CPM of $11.05.
What is the difference between CPA and CPL?
CPL is cost per lead. CPA is cost per acquisition, where the action can be a lead, demo, trial or sale. Use the conversion you actually optimise for.
What is a good CTR for B2B display?
It depends on format, placement and audience, and display CTRs are typically far below 1%. Compare against your own history for the same format rather than a generic average.
Why does my platform show a different CTR?
Platforms count clicks differently: some count all clicks, others only link clicks. Use the same definition across channels.
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