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Enter your daily budget, average cost per click and number of products to see how many clicks each product gets. Then check your average CPC against the most a click can cost before it loses money.
Your results
Budget per product
- Clicks per day
- 40
- Budget per product per day
- €0.04
- Clicks per product per day
- 0.08
- Clicks per product per 30 days
- 2.4
A small budget spread over many products cannot test every product. Give it first to the products with the most clicks and a return above their own break-even.
Maximum cost per click
Your average CPC of €0.50 is below the break-even CPC of €0.60: on average a click brings in more than it costs.
- Break-even CPC
- €0.60
- Break-even ROAS
- 3.33
- 1 ÷ contribution margin
How it works
Every step behind the numbers, worked through for the start values.
Six inputs make this ad spend calculator work: daily budget, average cost per click, products, order value, contribution margin and conversion rate. The start values describe an example shop with a €20 daily budget, €0.50 per click and 500 products.
| Step | Calculation | Result |
|---|---|---|
| Clicks per day | €20 ÷ €0.50 average CPC | 40 |
| Clicks per product per day | 40 clicks ÷ 500 products | 0.08 |
| Clicks per product per 30 days | 0.08 × 30 days | 2.4 |
| Budget per product per day | €20 ÷ 500 products | €0.04 |
| Break-even CPC | €100 × 30% margin × 2% conversion rate | €0.60 |
| Break-even ROAS | 1 ÷ 30% margin | 3.33 |
| Average CPC against break-even CPC | €0.50 against €0.60 | Below |
Shared evenly, €20 a day gives each of 500 products €0.04 and 0.08 clicks a day, about 2.4 in 30 days. A click brings in €0.60 on average and costs €0.50, so this shop's average CPC is below its break-even CPC.
Budget
A small budget spread over many products cannot test every one of them.
Spread across 500 products, €20 a day is an average of €0.04 each. A click costs €0.50 here, so that average is 0.08 clicks per product per day. Clicks never split this evenly, but the average shows how thin the budget is.
Share the same budget across 50 products and each gets 0.8 clicks a day, 24 in 30 days. The budget has not changed; the number of products it has to serve has.
Give a small budget first to the products with the most clicks and a return above their own break-even. Find each floor with the break-even ROAS calculator, and see which products qualify with Product Segmentation.
Max CPC
Max CPC calculator: the most a click can cost before it loses money.
Break-even cost per click is what one click brings in on average: the order value, times your contribution margin, times your conversion rate. If a click costs more than that, each click loses money before fixed costs. If it costs less, each click adds to profit.
Break-even CPC = order value × contribution margin % × conversion rate %
Use the order value excl. VAT and the contribution margin: the margin left after cost of goods and the variable costs of an order, such as shipping, payment fees and returns. The break-even ROAS calculator works these out from your totals.
The same limit seen from the revenue side is break-even ROAS = 1 ÷ contribution margin %.
With these start values a click brings in €0.60 on average (€100 × 30% × 2%). The break-even ROAS is 3.33, the same limit from the revenue side.
Break-even ROAS calculatorGoogle Ads budget questions, answered.
Is €20 a day enough for Google Shopping ads?
How much do Google Shopping ads cost?
What is break-even cost per click?
How do I find my average cost per click?
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See which products earn the budget, and which don’t.
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.