Performance metrics
About the metrics
Read the whole funnel
not just one number
What each metric tells you
Every paid campaign moves people from seeing an ad to clicking it to taking action. Each step has its own metric, and together they show where your budget works and where it leaks.
- CTR = Clicks ÷ Impressions × 100
- CPC = Spend ÷ Clicks
- Conversion rate = Conversions ÷ Clicks × 100
- CPA = Spend ÷ Conversions
- CPM = Spend ÷ Impressions × 1,000
CTR shows creative pull
Click-through rate is the share of impressions that turned into clicks. It tells you how well an ad earns attention in the placement it runs in. Compare CTR between creatives in the same placement rather than across very different formats, because a banner and a video naturally behave differently.
CPC and CPA show cost
Cost per click and cost per acquisition turn spend into units you can plan against. A low CPC with a weak conversion rate can still cost more per sale than a pricier click that converts, so judge a campaign on CPA whenever you track conversions.
When conversions are higher than clicks
Programmatic platforms often count view-through conversions: people who saw an ad, did not click, and converted later. That is why conversions can be higher than clicks, and why conversion rate can go above 100% in this calculator.
Work out what you can afford per sale with the ROAS calculator, check impression costs with the CPM calculator, or talk to AdGeeks about improving your funnel.
Frequently asked questions
What is a good CTR?
It depends on the format and the placement. Display banners usually see lower click-through rates than search ads, so compare CTR with earlier campaigns in the same format rather than with a single industry number.
What is the difference between CPC and CPA?
CPC is what you pay for one click. CPA is what you pay for one conversion, such as a sale or a lead. CPA includes the clicks that did not convert, so it is the better measure of what a result really costs.
How do I calculate CPA?
Divide your spend by the number of conversions. For example, 5,000 USD that brings in 50 conversions is a CPA of 100 USD.
Why are my conversions higher than my clicks?
Your platform is probably counting view-through conversions, where someone saw the ad, did not click, and converted later. That is common in programmatic reporting.
Should I optimise for CTR or CPA?
Optimise for the outcome you pay for. CTR helps you judge creative, but a campaign that drives sales or leads should be judged on CPA.
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