Ad metrics calculator
CPM, CPC, CTR, CPA and ROAS from your campaign’s numbers, the return you need to break even at your margin, and a budget plan split across Meta, TikTok, Snapchat and Google. In AED, SAR or USD. Free, no sign-up.
- AED 3,200 profit
Revenue × your margin, less what was spent on the ads.
Every figure is one number divided by another, with the formulas below. Nothing here is compared with an industry average: what counts as a good CPM depends on the market, the audience and the season, so compare with your own past campaigns.
What each figure means
Every figure is one of the numbers you typed divided by another. Nothing is compared with an industry average, because a good CPM depends on the market, the audience and the season.
| Figure | How it is worked out |
|---|---|
| CPM (cost per 1,000 impressions) | Spend ÷ impressions × 1,000 |
| CPC (cost per click) | Spend ÷ clicks |
| CTR (click-through rate) | Clicks ÷ impressions |
| CPA (cost per result) | Spend ÷ conversions |
| Conversion rate | Conversions ÷ clicks |
| ROAS (return on ad spend) | Revenue ÷ spend |
| Break-even ROAS | 1 ÷ profit margin |
| Profit | Revenue × profit margin − spend |
Planning a budget
The planner runs the same sums forwards: the budget divided by the CPM gives the impressions, times the click-through rate gives the clicks, times the conversion rate gives the conversions. Change one rate and watch what it does to the cost per result. That is the conversation to have with a client before the budget is signed, not after.
What the figures are telling you
- A high CPM with a strong CTR can still be a good buy: you are paying more to reach people who act.
- A low CPC with a poor conversion rate usually means the ad and the landing page promise different things.
- ROAS above break-even is the only return that pays for itself. Below it, more budget loses more money.
- Compare like with like: the same platform, market and season. A campaign in Ramadan and one in August are not the same auction.
From the ads manager to the client report
Wiro keeps every client’s ad spend and results in one place, next to their influencer and PR work, and turns them into one monthly report.
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Try it freeCommon questions
How do you calculate CPM?
Divide what you spent by the impressions and multiply by 1,000. AED 12,000 for 480,000 impressions is AED 25 per 1,000 impressions. It is the price of attention, and the figure most platforms bid and report on.
What is a good ROAS?
One above your break-even ROAS, which depends on your margin rather than on anyone else's campaigns. At a 40% margin you need 2.5x just to pay for the ads and the goods; at 20% you need 5x. That is why the calculator asks for your margin instead of grading your ROAS against an average.
How is break-even ROAS worked out?
One divided by your profit margin. If you keep AED 40 of every AED 100 sale after the cost of the product, your margin is 40% and break-even ROAS is 1 ÷ 0.4, which is 2.5x. Below that, every sale the ads bring in loses money.
What is the difference between CPA and CPC?
CPC is what you pay for a click; CPA is what you pay for a result, such as a sale, a lead or a sign-up. A cheap click that never converts can cost more per sale than an expensive one that does, so judge campaigns on CPA and ROAS where you can track them.
Which numbers should I use to plan a budget?
Your own: the CPM, click-through rate and conversion rate from recent campaigns in the same market, on the same platform, with a similar audience. Rates change with the season (Ramadan and White Friday push prices up), so plan with the same period last year when you have it.
Is anything I type saved?
No. Every figure is worked out in your browser as you type, and nothing is sent to Wiro.