Turn ad impressions, clicks, and spend into click-through rate, cost per click, and cost per thousand impressions.
What CPC, CTR, and CPM measure
CTR is the share of impressions that produce a click. CPC is average spend per click. CPM is spend per thousand impressions. The three numbers describe media efficiency before conversion or profit.
100,000 impressions, 2,500 clicks, and $5,000 spend is a 2.5% CTR, a $2.00 CPC, and a $50.00 CPM.
Platform reports can still differ
Invalid-traffic filters, time zones, tax, and rounding can change billed spend or counted clicks. Compare channels only when impressions, clicks, spend, currency, and the date range match.
Frequently asked questions
What happens when there are no clicks?
CTR is 0% and CPC is not applicable because the click denominator is zero. CPM can still be shown.
Does a high CTR mean the ads are profitable?
No. CTR only measures click share. Conversion rate, margin, CAC, and ROAS are separate.
Is a lower CPC always better?
Only if the traffic can still convert. Cheap clicks with no sales have no commercial value.
Can I compare Google Ads with Meta?
Yes as a first pass, after the impression, click, and spend definitions match.