CPC / CPM / CTR Calculator
Enter what you know — spend, impressions, clicks, conversions — and every standard metric is computed.
The five formulas
- CPC = spend ÷ clicks
- CPM = spend ÷ impressions × 1,000
- CTR = clicks ÷ impressions × 100
- CVR = conversions ÷ clicks × 100
- CPA = spend ÷ conversions
They are all the same three numbers rearranged, which is why improving CTR lowers CPC even when your bid has not changed: on a CPM buy you pay per impression, so more clicks from the same impressions means cheaper clicks.
Which metric should you optimise?
None of them in isolation. CPC is a lever, not a goal — a $0.10 click that never converts is worse than a $4 click that does. Decide what a conversion is worth to you first, work out the maximum CPA you can afford, and then treat CPC and CVR as the two dials that get you there.
Typical ranges in 2026
- Search CTR — 3-6% is healthy on branded and high-intent terms; 1-2% is normal on broad display.
- Display CPM — $2-10 depending on geography and placement quality.
- Search CPC — $0.50-2 in most consumer categories; $5-20+ in insurance, legal and B2B software.
These vary enormously by country and vertical. Use them to sanity-check a number that looks wrong, not as targets.