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Ad Metrics Calculator: ROAS, ROMI, CPA, CPC, CPM and CTR in one place

ROAS, ROMI, CPA, CPC, CPM, CTR and CPV from your ads report, with break-even ROAS and GST.

  • Free to use
  • Runs in your browser
  • No sign-up

How to use the Ad Metrics Calculator

Read what the guide says

This is the Ad Metrics Calculator.

ROAS, ROMI, CPA, CPC, CPM, CTR and CPV from your ads report,

with break-even ROAS and GST.

Pick one campaign and one date range in your ads account, and note the spend, impressions,

clicks, conversions and revenue.

Or press Try an example to fill in sample details.

Enter what you have. Each metric appears as soon as its numbers are there;

add your margin and targets to see break-even ROAS and a verdict.

Open "Compare with another period or campaign" to see what changed,

then copy the summary or a link with your numbers.

It runs in your browser, so nothing you type is uploaded.

Try it free on this page.

Runs in your browser. Your numbers are not uploaded.

From your ads report

Google Ads, Meta, YouTube or LinkedIn: use one campaign and one date range. Fill in what you have; each metric appears once its numbers are there.

Before GST, as your ads account reports it.

How many times your ads were shown.

On Meta, use link clicks.

Leads, sales or sign-ups from the ads.

Sales value from the ads, before GST. For leads, the value of the customers they brought.

Only for video ads. In Google Ads, use TrueView views: a view counts after 30 seconds (or the whole ad if shorter) or a click on the ad.

Profit and targets (optional)
%

What is left of a sale after product and delivery costs. Shows break-even ROAS and profit.

The most you want to pay per conversion.

%

As a percentage, the way Google Ads takes it: 400% = ₹4 of sales per ₹1.

Compare with another period or campaign

For example last month, or another campaign. Each metric then shows the change.

Worked out from your own numbers. We compare them with your targets and your other period, not with "industry averages", which differ by city, industry and season.

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Embed this tool on your websiteFree. Paste one code; it runs in your visitors' browsers.

Copy this code into a page of your site. The tool sets no cookies and sends nothing your visitors type to us. Change height="760" if it needs more room.

Preview the embed

How to embed a free tool on your website

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Here's how to embed it, in about a minute.

Open any of our browser tools, such as the GST Calculator.

Below the tool, find Embed this tool on your website, and open it.

Press Copy code.

The code is a frame with the tool in it, plus a short credit line that links to the tool's page.

In your website's editor, add an HTML block where you want the tool, and paste the code.

In WordPress, that's the Custom HTML block.

If the tool needs more room, change the height in the code.

Publish the page, and the tool works on your site.

Here, it's on a sample page for a made-up sweet shop.

Visitors use it right there. It sets no cookies, and sends nothing they type to us.

The credit line under it links to the tool on DigitalSnot.

You can embed as many of our free browser tools as you like.

About the Ad Metrics Calculator

Enter the numbers from any ads report, from Google Ads, Meta, YouTube or LinkedIn, and see every metric they allow: ROAS, ROMI, cost per conversion, cost per click, CPM, click-through rate, conversion rate and cost per view, each with the sum behind it. Add your gross margin to see break-even ROAS and profit after ads, include 18% GST if you cannot claim it back, and compare with last month or another campaign. We compare your numbers with your own targets, not with "industry averages", which vary by city, industry and season.

How it works

  1. Step 1

    Pick one campaign and one date range in your ads account, and note the spend, impressions, clicks, conversions and revenue.

  2. Step 2

    Enter what you have. Each metric appears as soon as its numbers are there; add your margin and targets to see break-even ROAS and a verdict.

  3. Step 3

    Open "Compare with another period or campaign" to see what changed, then copy the summary or a link with your numbers.

The formulas

ROAS is revenue ÷ ad spend. Google Ads calls it conversion value per cost and takes a Target ROAS as a percentage, so ₹5 of sales for each ₹1 of ads is 500%. CPA is spend ÷ conversions, CPC is spend ÷ clicks, CPM is spend ÷ impressions × 1,000 and CTR is clicks ÷ impressions. ROMI is (gross profit − ad cost) ÷ ad cost when you add a margin; without one, it is worked out on revenue.

Break-even ROAS and GST

Break-even ROAS is 1 ÷ your gross margin: at a 25% margin you need ₹4 of sales for every ₹1 of ads, or 400%, before the ads make money. Google Ads lists 18% GST on ads for advertisers in India, and Meta adds GST to ad charges for Indian accounts. If you cannot claim the input tax credit, tick the GST box and we add it to the cost.

What this tool cannot do

It cannot tell whether a number is good for your market: CPC, CPM and conversion rates differ by city, industry, season and platform, so compare with your own targets and past results. It works on the numbers you enter, so it cannot fix attribution: Google Ads and Meta can each count the same sale. It does not connect to your ads accounts.

Frequently asked questions

What is a good ROAS?

It depends on your margin. Break-even ROAS is 1 ÷ gross margin, so a business with a 40% margin needs 250% ROAS just to cover the ads, while one with a 20% margin needs 500%. A good ROAS is one above your break-even point that leaves the profit you want. Enter your margin here to see your break-even ROAS, then set a target above it.

What is the difference between ROAS and ROMI?

ROAS divides revenue by ad spend, so it shows sales for each rupee of ads. ROMI subtracts the ad cost first and divides by it, so it shows the return after paying for the ads; worked out on gross profit, it shows whether the ads made money. A campaign can have a 300% ROAS and still lose money if your margin is 25%.

How do I calculate CPM and CTR?

CPM is the cost of 1,000 impressions: ad spend ÷ impressions × 1,000, so ₹6,000 for 50,000 impressions is a ₹120 CPM. CTR is clicks ÷ impressions: 600 clicks on 50,000 impressions is 1.2%. On Meta, use link clicks and the link click-through rate, which count clicks that take people to your website or form.

How is cost per view worked out for YouTube ads?

Cost per view is ad spend ÷ views. For skippable video ads, Google Ads counts a view when someone watches 30 seconds, or the whole ad if it is shorter, or interacts with it, whichever comes first. Google Ads now calls these TrueView views. They are not the same as the public view count on YouTube, so use the views from your Google Ads report.

Should I include GST in my ad cost?

Google Ads lists 18% GST on ads for advertisers in India, and Meta adds GST to ad charges for Indian accounts. If your business is registered for GST and adds its GSTIN to the ad account, you may be able to claim it as input tax credit, so check with your accountant. If you cannot claim it, tick the box: it is then part of what each conversion costs.

Sources and checks

Rules last checked

The Ad Metrics Calculator follows these official pages:

Scores, limits and suggestions marked "our checklist", "our measure" or "our suggestion" are ours, not Google's or the platform's. How our tools work

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