Ad metrics
Cost and delivery: what the media costs and what it bought.
Ad metrics19 Sep 20267 min read
What Is a Good CTR? Start With the Rate Your CPM Requires
Reported CTR ranges by channel, why none of them says whether yours is good, and the division that gives the rate your own CPM and margin require.
Read the guide →Ad metrics19 Sep 20267 min read
CPM vs CPC: The Same Money, Measured at Two Different Points
CPM and CPC are the same spend measured either side of the click. CTR is the exchange rate. The formula, the break-even, and where it misleads.
Read the guide →Ad metrics19 Sep 20267 min read
The CTR Formula, and the CPC It Commits You To
The CTR formula is clicks over impressions. The useful part is what it does to your CPC, the rate your CPM requires, and the denominator that breaks it.
Read the guide →Ad metrics3 Sep 20268 min read
Average CPM: What You Should Pay for a Thousand Impressions
What average CPM looks like by channel, what actually moves yours, and the formula for the highest CPM your funnel can pay before it stops.
Read the guide →Start with a calculator
ROAS calculatorFree ROAS calculator that also shows break-even ROAS, gross...CPM calculatorEnter spend and impressions to get cost per thousand, or set a...Profit margin calculatorRetail margin, gross margin and profit from price and cost, with...Break-even ROAS calculatorEnter order value, margin and variable costs to find the ROAS and...LTV calculatorEnter order value, purchase frequency, lifespan and margin to get...CPA and CAC calculatorSeparates cost per acquisition from full customer acquisition...