Conversion Rate, CTR, CPC and CPM Calculator
Calculates conversion rate, average order value, revenue per visitor, CTR, CPC, CPM and CPA from visitors, orders, revenue, impressions, clicks and ad spend.
Things to keep in mind:
- Orders can exceed visitors if definitions differ, giving a rate above 100 %; check your data definitions.
- Platforms define visitors, sessions and clicks differently; use data from the same source.
- CPA here divides all ad spend by all orders; enter only ad-driven orders for a campaign CPA.
- A 0 result may mean "not computable".
Calculator
Result
Enter the values and press Calculate to see the result here.
About this tool
Key e-commerce and digital advertising metrics in one place: site conversion rate and ad cost measures (CTR, CPC, CPM, CPA). Visitor, order and revenue data measure site performance; impression, click and spend data measure ad efficiency.
Formulas
- Conversion rate (%) = Orders / Visitors × 100
- Average order value (AOV) = Revenue / Orders
- Revenue per visitor = Revenue / Visitors
- Visitors per order = Visitors / Orders
- CTR (%) = Clicks / Impressions × 100
- CPC = Ad spend / Clicks
- CPM = Ad spend / Impressions × 1000
- CPA = Ad spend / Orders
Ratios are rounded to 2 decimals (visitors per order to 1 decimal) and amounts to cents, half up (HALF_UP).
Example 1: 20,000 visitors, 400 orders, 300,000 revenue, 200,000 impressions, 3,000 clicks and 4,500 spend: conversion 2.00 %; AOV 750.00; 15.00 per visitor; 50.0 visitors per order; CTR 1.50 %; CPC 1.50; CPM 22.50; CPA 11.25.
Example 2 (rounding): 3,333 visitors, 47 orders, 23,456.78 revenue, 123,457 impressions, 2,345 clicks and 3,210.55 spend give conversion 1.41 %; AOV 499.08; 7.04 per visitor; CTR 1.90 %; CPC 1.37; CPM 26.01; CPA 68.31.
Ad fields are optional; leave them empty and the related cost metrics show 0. Ratios with a zero denominator also show 0.
How to read the result: Conversion rate shows the percentage of visitors who place an order; read it together with AOV and revenue per visitor. CTR shows how engaging the ad is, CPC and CPM give the unit cost of traffic and impressions, and CPA gives the ad spend per order. Comparing CPA with AOV shows whether an order covers its advertising cost. Suitable values vary by channel and industry; compare the results with your own earlier periods.
How to use
- Enter visitors, orders and revenue.
- If you have ad data, enter impressions, clicks and spend.
- Press Calculate.
Notes
Ratios are rounded to 2 decimals and amounts to cents (HALF_UP). A zero denominator shows 0 (not computable). Enter revenue and spend on the same VAT basis.
Sources
Frequently asked questions
Orders divided by visitors times 100: 400 orders / 20,000 visitors = 2 %. The number of visitors must be at least 1.
CPC is cost per click, CPM is cost per thousand impressions. Track CPC for traffic campaigns and CPM for awareness. For example, with 4,500 spend, 3,000 clicks give a CPC of 1.50 and 200,000 impressions give a CPM of 22.50.
It varies by channel and industry; search ads typically have a higher CTR than display ads. The tool suggests no threshold; the most meaningful comparison is with your own past campaigns.
Conversion, AOV and revenue per visitor are still computed; CPC, CPM and CPA show 0. These zeros mean "not computable", not that there is no cost.
The tool divides ad spend by all orders entered. If you enter only the orders that came from the ads, you get the campaign-specific CPA.
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