MEASURE / MARKETING TOOLKIT

Ad metrics calculator.

Know where the money goes.

Your inputs

Currency

Amounts use one currency. No exchange-rate conversion.

Ad spendImpressionsReachOptional: leave at 0 if unavailable. Use deduplicated reach for this reporting period.Outbound clicksUse outbound clicks consistently, not all clicks or engagements.Landing page viewsAttributed purchasesAttributed purchase revenue

YOUR SCENARIO / LIVE CALCULATION

Cost per purchase: $30.00
Revenue ROAS: 3.33×
CPM: $12.00
Outbound CTR: 2%
Outbound CPC: $0.60
Cost per landing view: $0.75
Landing views / outbound clicks: 80%
Purchases / landing views: 2.5%
Average order value: $100.00
Average frequency: 1.67×

Outbound clicks2,000

Landing views1,600

Purchases40

These are reporting ratios. Attribution does not establish that the ads caused every purchase. ROAS is revenue, not profit.

A dash means the ratio has no valid denominator or no positive allowable ad budget.

WHAT TO DO WITH THISCheck the economics before judging ROAS.

Put your actual variable costs and retained contribution into the break-even calculator.

Investigate the click-to-page gap.

Compare outbound clicks, landing views, and site analytics. Load failures, measurement differences, and early exits are possibilities—not a diagnosis from the ratio alone.

Example inputs. Edit them to explore your scenario.

Calculated in this browser. Your last valid scenario is saved on this device. A shared link includes your inputs. No ad account connection or automatic campaign changes. Tool interface is in English.

THE METHOD / WHAT IS INCLUDED

Understand the number
before you act on it.

CPM = spend ÷ impressions × 1,000. Outbound CTR = outbound clicks ÷ impressions. CPC = spend ÷ outbound clicks. CPA = spend ÷ attributed purchases. ROAS = attributed purchase revenue ÷ spend. Frequency = impressions ÷ reach. Purchases per landing view is a reporting ratio, not a visitor-level conversion probability. Use the same period, currency, and attribution basis; click, view, and conversion counts may not represent a single matched cohort.

Defaults are illustrative, not industry benchmarks. Choose inputs from the same reporting scope. A calculated opportunity is a question to test, not a guaranteed result.

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