How to use the Marketing Metrics Calculator
Start with one campaign row. Enter the figures shown in Campaign, Spend, Impressions, Clicks, Conversions, and Revenue, then choose Currency and Attribution assumption. Click Calculate metrics to fill the Results and Numerators and denominators tables.
- Enter a Campaign name and its Spend, Impressions, Clicks, Conversions, and Revenue.
- Choose Currency and an Attribution assumption for the rows you are comparing.
- Click Add campaign row when you need another campaign, ad set, or channel.
- Click Calculate metrics, then read Results and Numerators and denominators.
Calculate ROAS, CPM, CPC, CTR, and conversion rate
Each campaign row uses the same five formulas. ROAS is Revenue ÷ Spend. CPM is (Spend ÷ Impressions) × 1,000. CPC is Spend ÷ Clicks. CTR is (Clicks ÷ Impressions) × 100, and Conv. rate is (Conversions ÷ Clicks) × 100.
A zero denominator produces N/A for that metric:
Input: Impressions 0, Clicks 0
Output: CTR N/A, Conv. rate N/AROAS has an x suffix. CPM and CPC use the selected currency display, while CTR and Conv. rate use %. Numerators and denominators lists the source value, denominator, and result for every metric.
Compare campaign metrics and record attribution
The page starts with two campaign rows and keeps at least one row. Blank numeric fields become 0. Entered numeric values must be numbers of 0 or more, and a blank Campaign name receives a default campaign label.
Currency changes the money display and does not convert amounts. Attribution assumption records the model already reflected in the conversions and revenue you enter. The choices are Last-click, First-click, Linear, Position-based, Data-driven (platform-reported), and Not specified. The calculator records that choice; it does not assign conversions.
Keep the figures in a row within the same period. Validation checks numeric input and non-negative values, but does not check campaign scope, reporting periods, or the attribution choice. Reset restores USD, Not specified, and two default rows. Copy results includes the entered data, formulas, metrics, and attribution label. Download CSV includes campaign inputs and calculated metrics.
Trace and share the calculated results
Results places ROAS, CPM, CPC, CTR, and Conv. rate beside each campaign. Numerators and denominators adds one row for each metric, so the displayed result can be read against the two values used in its formula.
Copy results creates a text version with the campaign inputs, formulas, metrics, and Attribution assumption. Download CSV creates a file with campaign inputs and calculated metrics for comparison outside the page.
Choose the right business calculator
Use Business Calculators for other business calculations. The CPC Calculator covers spend divided by clicks, the CPM Calculator covers spend divided by impressions, and the ROAS Calculator covers advertising spend and attributed revenue.
Frequently asked questions
How do I calculate marketing metrics for several campaigns?
Enter one campaign per row, click Calculate metrics, and compare the five results in Results. Add campaign row creates another row for the comparison.
Why does the Marketing Metrics Calculator show N/A?
The calculator shows N/A when a metric's denominator is zero. CTR and Conv. rate are N/A when Impressions or Clicks is zero. ROAS is N/A when Spend is zero, CPM is N/A when Impressions is zero, and CPC is N/A when Clicks is zero.
What does Attribution assumption mean in the calculator?
Attribution assumption labels the model already reflected in the conversions and revenue you enter. The choice is recorded in Copy results and Download CSV, while the calculator only calculates ratios from your totals.
Does the calculator connect to Google Ads or Meta Ads?
The calculator does not connect to ad platforms or fetch live figures. It performs calculations in your browser from the values you enter, and the calculation workflow does not send those figures to a server.