/en/calc/cpc-cpm-ctr/ works Calculated in the browser
Enter what you know — spend, impressions, clicks, CPM, CPC, or CTR. The calculator completes the missing values and shows exactly what each is based on. You can then extend the calculation to revenue: conversions and average order value provide cost per lead, cost per sale, ROAS, DRR, and profit. There is also a table for five placements and price benchmarks by platform. Calculated in the browser; no data is sent to the server.
Enter what you know. The remaining fields will fill in automatically and be labeled “calculated.”
Cost per click, CPC
—$
Not enough data
Enter conversion rates and average order value to see cost per lead, cost per sale, revenue, and profit.
Calculated in your browser. Neither the numbers nor the result are sent anywhere: you can check in the developer tools—after the page loads, there are no more requests. The “Calculation link” button builds the URL right here without sending anything anywhere.
Five rows for five placements or campaigns over the same period. Enter spend, impressions, and clicks—the table will calculate three metrics for each row and mark where the click is cheapest and where the click-through rate is lowest. The “Use calculation” button copies the top calculation to the first empty row, so you do not have to enter the same numbers twice.
| Platform | Spend | Impressions | Clicks | CPC | CPM | CTR | Mark |
|---|---|---|---|---|---|---|---|
| — | — | — | |||||
| — | — | — | |||||
| — | — | — | |||||
| — | — | — | |||||
| — | — | — |
Fill in at least two rows to see a comparison.
The question “Is a 2% CTR high?” has no answer without knowing the platform: normal values for a search ad on a popular query and a banner in a feed can differ by an order of magnitude. This table gives you a rough benchmark to use as a starting point when planning. The “Insert” button puts this platform’s two values into the calculator fields and switches the currency to rubles. Then add your budget to see impressions, clicks, and cost per click.
| Platform | CPM | CPC | CTR | Use in calculator |
|---|---|---|---|---|
| Yandex Direct, поиск | 1 500—18 000 ₽ | 25—150 ₽ | 6—12 % | |
| Yandex Direct, РСЯ | 60—250 ₽ | 10—50 ₽ | 0,3—1 % | |
| VK Ads, feed | 150—500 ₽ | 20—80 ₽ | 0,4—1,2 % | |
| Telegram Ads, channels | 200—800 ₽ | 25—120 ₽ | 0,3—1,5 % | |
| Google Display | 60—250 ₽ | 12—60 ₽ | 0,3—0,9 % | |
| YouTube, in-stream | 150—500 ₽ | 30—120 ₽ | 0,3—0,8 % | |
| Meta, feed | 300—900 ₽ | 25—90 ₽ | 0,7—1,8 % | |
| TikTok, feed | 150—500 ₽ | 12—50 ₽ | 0,7—2 % |
The ranges are based on public rate cards from the platforms and the spread visible in ad accounts with broad targeting settings: they indicate an order of magnitude, not a price guarantee. Within a single platform, figures can vary severalfold depending on the niche, region, season, and creative quality — real estate and food delivery live in different worlds. Check your actual figures in the platform's forecast, and use the table to make sure you have the right order of magnitude.
Fill in the fields you know. They don't have to be three, or the first three: the calculator connects spend, impressions, clicks, CPM, CPC, and CTR with common formulas and calculates the rest from either direction.
Look at the labels below the filled fields. Where it says “calculated,” the number was entered by the calculator, along with its source. If you start editing that field, it becomes yours again, and the adjacent field is recalculated.
If too few fields are filled in, the panel tells you exactly which number is missing and what will appear when you add it. There's no need to guess.
Use spend, impressions, and clicks from the same period and the same report. Impressions are not reach, and clicks should come from the ad account: that's what you pay for, while the site tracker usually records fewer.
If you want to see revenue, not just clicks, fill in conversions and average order value. You'll get cost per lead, cost per sale, revenue, ROAS, ACOS, and profit.
You can compare two or three platforms in the table below. The “Use calculation” button copies the entire calculation above into it, so you don't need to enter the same numbers again.
There are three ways to take the result with you: copy it as text, download it as a CSV file for a spreadsheet, or use a link that stores all the numbers you entered. The “Print” button produces a page without input fields—just the calculation.
CPC = Spend ÷ Clicks CPM = Spend ÷ Impressions × 1000 CTR = Clicks ÷ Impressions × 100%
CPC and CPM are both payment models and metrics. Even when you pay per click, the ad account shows CPM, and vice versa: both are always calculated. That's why the calculator doesn't ask how you buy ads—the relationship between the three metrics is the same under any model.
The input data is the same as the default field values: you can calculate it mentally and confirm that the tool is telling the truth.
CPC: 60 000 ÷ 5 000 = 12 ₽.
CPM: 60 000 ÷ 500 000 × 1000 = 120 ₽.
CTR: 5 000 ÷ 500 000 × 100 % = 1 %.
Connection check: 120 ÷ 1 ÷ 10 = 12 ₽—the same CPC.
Leads: 5,000 × 4% = 200. Cost per lead: 60,000 ÷ 200 = 300 ₽.
Sales: 200 × 25% = 50. Cost per sale: 60,000 ÷ 50 = 1,200 ₽.
Revenue: 50 × 6,000 = 300,000 ₽. ROAS: 300,000 ÷ 60,000 = 5. ACOS: 60,000 ÷ 300,000 × 100% = 20%.
Gross profit: 300,000 × 40% = 120,000 ₽. After advertising, 120,000 − 60,000 = 60,000 ₽ remains.
A click costs 12 ₽, a thousand impressions cost 120 ₽, and one in every hundred impressions ends in a click. The advertising generates five rubles in revenue for every ruble spent and leaves 60,000 ₽ in profit. Now clear spend, impressions, and clicks, then enter 1,000 clicks and a CPC of 12 ₽ instead. The calculator will work backward and calculate the required budget.
Yes, that's the point: you can fill in any fields. Enter spend and CPM to get impressions. Add the expected CTR to get clicks and CPC. Enter the required number of clicks and CPC to get the budget. The calculator doesn't require a specific set of inputs: it connects six values with three formulas and solves for whichever values are missing.
This means the number was entered by the calculator, not by you, and the note beside it shows where it came from: “spend ÷ clicks.” As soon as you start editing that field, it becomes yours, and another field is recalculated. This makes it clear which values are inputs and which are derived, so you won't accidentally treat a calculated value as a fact.
It means the numbers don't agree with one another. For example, spend and impressions produce one CPM, while the CPM field contains another. This almost always means the data comes from different periods or reports. The calculator doesn't discard anything: it keeps your numbers and shows exactly where the discrepancy is and what the value should be based on the other fields.
An impression is each time an ad appears on screen; reach is the number of unique people. One person can account for one reach and any number of impressions over a week. CPM and CTR are calculated from impressions; if you use reach instead, both metrics will be overstated.
People drop off between a click and the page load: they close the tab, don't wait, lose their connection, or a blocker prevents the tracker from recording the visit. There is almost always a discrepancy. Calculate CPC using the clicks reported by the ad account—you pay for those clicks specifically.
It depends on the platform: on search, it's poor; in a feed, it's a good result. Benchmarks for eight platforms are shown in the table on this page, but they only indicate the general range. The most accurate answer comes from comparing the result with your own previous campaign on the same platform and with the same targeting. The table for five placements next to it is designed for that.
ROAS and ACOS are the same ratio viewed from opposite sides: ROAS 5 means ACOS 20%. Both are calculated from revenue and don't account for the cost of goods. ROMI is calculated from profit and answers a different question—not “how much revenue did each advertising dollar generate?” but “how much did we earn above the investment?” So with ROAS 5 and a 20% margin, ROMI will be zero.
No. If there are zero clicks, CPC doesn't exist: there is nothing to divide spend by. In this case, the calculator shows a dash for CPC and calculates everything else—CPM and cost per impression, which don't depend on clicks.
No, it's a label attached to the numbers: the calculator doesn't convert currencies. Use the currency shown in your ad account. The platform benchmarks in the table are given in rubles, so the “Apply” button switches the currency to rubles. Otherwise, a ruble CPM would be labeled as dollars.
The calculation takes microseconds, while placement figures are commercially sensitive. Nothing is sent anywhere: after loading, the page makes no requests, as you can see in the developer tools. The calculation link is assembled right in the browser, and so is the CSV file.