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Free tool · Programmatic and media math
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 |
From our media team
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.
Read next
- CPM, CPC, CTR and CPA: the formulas, with a B2B worked exampleEvery ad metric formula a B2B marketer needs on one page: CPM, CPC, CTR, conversion rate, CPA, vCPM and cost per engaged account, how they connect, a worked example…
- Viewability for B2B display: what counts as seen, and what to pay forThe MRC viewability standard (50% of pixels for one second, two seconds for video), how vCPM works, why viewable isn't the same as viewed, and how B2B programmatic…
- How to build a B2B media plan: accounts, reach, budget and KPIsA one-page B2B media plan that a CFO and a media buyer can both read: target accounts, people per account, reach and frequency, channel roles, budget per line,…
- Early benchmarks for B2B AI adsThe early benchmark figures available for B2B AI ads in 2026: ChatGPT ad costs, a published B2B pilot, LinkedIn comparisons and AI traffic data, with caveats.
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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Sources: Google Ads Help: Clickthrough rate (CTR): Definition; Google Ads Help: Cost per thousand impressions (CPM): Definition.
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