CPM, CPC and CTR calculator

CPM is what you pay for 1,000 impressions. Meta's metric page calculates it as amount spent divided by impressions, multiplied by 1,000, and gives $50 for 10,000 impressions as a $5 CPM. Google Ads Help describes CPM as bidding where you pay per one thousand impressions. CPM reflects the auction: audience, placement, season and competition move it. It says nothing about whether anyone clicked.

CPC is what you pay for one click. Meta reports CPC (cost per link click) as amount spent divided by link clicks, and cost per click (all) using every click on the ad, reactions and expands included. Google Ads Help defines cost-per-click bidding as paying for each click on your ads. Which click counts matters: link clicks and outbound clicks are the ones that reach your site.

CTR is the share of impressions that produced a click. Google Ads Help calculates it as clicks divided by impressions, with 5 clicks on 100 impressions as a 5% CTR. Meta's CTR (all) uses clicks (all), and its CTR (link click-through rate) uses link clicks. A CTR compares creatives and audiences inside one placement; across placements the baselines differ.

A high CTR can come from a curious audience that never buys, from a misleading creative, or from a placement where clicks are cheap and accidental. A low CTR can sit next to a low CPM and a fine CPC. Read CTR with CPM and CPC, then with cost per result and ROAS. The click is a step, not the goal.

No. All three vary by industry, country, placement, objective and season, so a single benchmark says little about your account. Compare your numbers with your own history and with the cost per result the campaign needs. The break-even ROAS calculator turns your margin into that max cost per purchase.

Take the CPM your account pays on that placement and the CTR similar ads reached. CPC = CPM / (1,000 x CTR). Both inputs come from your own past campaigns. If you have neither, run a small test and read the real numbers rather than guessing.