Enter the numbers from your Google Ads report to get your click-through rate (CTR), cost per click (CPC), cost per thousand impressions (CPM), conversion rate, cost per acquisition (CPA) and ROAS. Each result shows its formula.
Your Google Ads metrics
Each click cost €0.50 and brought €2.00 of conversion value.
Each result needs only its own two numbers. Leave a field empty and the results that depend on it show a dash.
The start values are illustrative data.
How it works
Illustrative data. A campaign showed its ads 200,000 times, got 4,000 clicks and 100 conversions worth €8,000.00, and cost €2,000.00.
| Metric | Calculation | Result |
|---|---|---|
| CTR | 4,000 ÷ 200,000 | 2% |
| CPC | €2,000.00 ÷ 4,000 | €0.50 |
| CPM | €2,000.00 ÷ 200,000 × 1,000 | €10.00 |
| Conversion rate | 100 ÷ 4,000 | 2.5% |
| CPA | €2,000.00 ÷ 100 | €20.00 |
| ROAS | €8,000.00 ÷ €2,000.00 | 4 |
| Conversion value per click | €8,000.00 ÷ 4,000 | €2.00 |
2% of the people who saw an ad clicked it, each click cost €0.50 and brought back €2.00, and every €1.00 spent returned €4.00 of conversion value.
The metrics
CTR = clicks ÷ impressions
Click-through rate is the share of impressions that end in a click: 4,000 ÷ 200,000 = 2%. It tells you how often an ad that was shown earned a click, and nothing about what the click was worth.
CPC = cost ÷ clicks
Cost per click is the average price of a click: €2,000.00 ÷ 4,000 = €0.50. It is an average over every click. Whether that price is affordable depends on what a click brings back, which is the break-even CPC in the budget calculator.
CPM = cost ÷ impressions × 1,000
Cost per mille is the price of 1,000 impressions: €2,000.00 ÷ 200,000 × 1,000 = €10.00. CPM, CTR and CPC are linked: CPC = CPM ÷ (1,000 × CTR), so €10.00 ÷ (1,000 × 2%) = €0.50.
CPA = cost ÷ conversions
Cost per acquisition is the ad cost of one conversion: €2,000.00 ÷ 100 = €20.00. It follows from CPC and the conversion rate (2.5%): €0.50 ÷ 2.5% = €20.00. ROAS reads the same result as revenue per €1.00 spent: 4.
Limits
None of these numbers knows a product’s margin. A CPA of €20.00 is a profit on a product that earns €80.00 per sale and a loss on one that earns €30.00 (illustrative). The break-even ROAS calculator turns your margin into the return you need.
These are account or campaign averages. Product Segmentation reads each product’s volume and return, ROAS or POAS, so the same account number is not applied to every product.
Conversions and conversion value are what Google Ads recorded. If tracking misses orders, CPA looks higher and ROAS lower than they are.
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Product Metrics segments your products by advertising clicks and return against your target, then writes each segment to a Merchant Center label your campaigns use.
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