Tools Free · Calculators
Know your ad numbers.
Turn spend, impressions and clicks into CPM, CPC, CTR, CPA and ROAS, solve for a missing figure, or plan what a budget will buy. Includes rough benchmark ranges for the main ad platforms.
Inputs
- CPC
- $0.83 Meta (FB, IG): $0.6-2
- CPM
- $12.50 Meta (FB, IG): $8-20
- CTR
- 1.5% Meta (FB, IG): 0.9-1.6%
- CVR
- 2% Conversions / clicks
- CPA
- $41.67 Cost per conversion
- ROAS
- 3.6x
- eCPM
- $45.00 Revenue per 1,000 impressions
You pay $0.83 per click and $12.50 per 1,000 impressions. 1.5 in every 100 people who see the ad click it.
- OKCTR 1.5% vs 0.9-1.6%
On par or better
- OKCPC $0.83 vs $0.6-2
On par or better
- OKCPM $12.50 vs $8-20
On par or better
Rough typical ranges, 2026 (USD)
| Platform | CTR | CPC | CPM |
|---|---|---|---|
| Google Search | 3-7% | $1-6 | $50-200 |
| Meta (FB, IG) | 0.9-1.6% | $0.6-2 | $8-20 |
| 0.4-0.7% | $5-12 | $30-60 | |
| X (Twitter) | 0.5-1.5% | $0.5-2.5 | $5-12 |
| TikTok | 0.6-1.5% | $0.5-1.5 | $5-12 |
| Display (GDN) | 0.3-0.6% | $0.4-1.2 | $2-6 |
Typical ranges only. Industry, audience, country and season move these a lot. B2B and crypto audiences usually sit at the high end of cost.
Get new tools first
Optional. New free tools and growth notes, roughly once a month.
How to use it
- Enter spend, impressions and clicks from your ads manager.
- Add conversions and revenue to see CVR, CPA and ROAS.
- Use Solve or Plan to fill a gap or forecast a new budget.
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Questions founders ask
How do you calculate CPM?
CPM is cost divided by impressions, multiplied by 1,000. If you spend $500 for 40,000 impressions, CPM is $12.50. It tells you the price of reach, so compare it between platforms and audiences rather than in isolation.
What is a good CTR for ads in 2026?
Google Search ads often see 3% to 7% CTR because people are already searching. Meta usually sits around 0.9% to 1.6%, LinkedIn 0.4% to 0.7%, and display 0.3% to 0.6%. Beating your own baseline matters more than any industry average.
What is the difference between CPC and CPA?
CPC is what you pay for each click. CPA is what you pay for each conversion, such as a signup or sale. CPA equals CPC divided by your conversion rate, so a $2 CPC at a 4% conversion rate gives a $50 CPA.