Draper Digital

Measure / Free PPC tool

CPC, CPM & CTR calculator

Turn spend, impressions and clicks into comparable traffic costs. Use a consistent date range and click definition across the figures you enter.

Your inputs

Example values

Change the example figures to use your own. Values stay in this browser tab.

Use one currency and reporting period.

Times your ads were shown, not unique people reached.

For social ads, choose link clicks or all clicks consistently.

Your results

Loading the example…

Your result will appear here.

Free to use. No signup. Inputs are processed in your browser and are not sent to Draper Digital.

Understand the numbers

How to use this calculator

Choose one click definition

Link clicks, outbound clicks and all clicks are different metrics. Compare the same type across campaigns. Impressions count appearances, so they cannot be replaced by reach, which counts people.

Connect traffic to outcomes

These figures describe delivery and response, not profitability. A cheaper click can still cost more per customer. Check conversion rate, CPA and contribution alongside traffic costs.

A worked example

£1,200 spent on 100,000 impressions and 1,500 clicks gives an average CPC of £0.80, effective CPM of £12 and CTR of 1.5%. That is 15 clicks per 1,000 impressions.

A little more context

Common questions

Is effective CPM the same as my CPM bid?

No. This is the actual spend per thousand recorded impressions, regardless of your buying method. It is not a viewable CPM unless the impression count specifically measures viewable impressions.

Can I use zero clicks?

Yes. CTR is zero and CPC is unavailable because you cannot divide spend by zero clicks.

Why might CTR exceed 100%?

Some reports count several click actions per impression. Check that the click and impression definitions are compatible; the tool flags this for review rather than silently changing the inputs.

Keep the work moving

All free tools ↗