Media Puppies
Media math calculator
Every paid metric derives from four raw numbers. Put those in and get the rest — plus a read on which stage of the funnel is actually the problem.
Set from your location. The maths is the same in any currency — only the labels change.
Runs entirely in your browser. Nothing you type is sent to us or stored anywhere.
The formulas
| Metric | Formula | What it tells you |
|---|---|---|
| CPM | spend ÷ impressions × 1,000 | What the auction costs you. Rises with competition and with narrow audiences. |
| CPC | spend ÷ clicks | A blend of CPM and CTR. Falls when the creative improves. |
| CTR | clicks ÷ impressions | Whether the creative and audience match. The fastest signal you have. |
| CVR | conversions ÷ clicks | Whether the landing page delivers what the ad promised. |
| CPA | spend ÷ conversions | The only number that pays your bills. |
Reading them together
A single metric never tells you what to fix. The pair does.
- Low CTR, any CVR — creative or audience problem. Nothing downstream matters until this moves.
- Good CTR, low CVR — the ad over-promised or the landing page is slow, unclear or asks too much. This is the most common and most fixable case.
- Good CTR, good CVR, high CPA — your funnel is fine and the auction is simply expensive. Widen the audience, lower frequency, or accept the cost if the customer value supports it.
- High CPM, everything else fine — usually too narrow a target, high frequency, or a seasonal auction spike.
These are relationships, not benchmarks. What counts as a “good” CTR varies enormously between industries, placements and offers — compare against your own previous months, not against a number from a blog post.
Questions
Why is my CPM suddenly higher?+
Usually competition. Auction prices in India climb sharply around festive periods and end-of-quarter pushes. A narrow audience or rising frequency will do it too.
Should I optimise for CPC?+
No. Cheap clicks from the wrong people are the most expensive thing in a paid account. Optimise for cost per conversion.
Link clicks or all clicks?+
Use link clicks. All clicks includes likes, comments and profile taps, which flatters CTR and tells you nothing about traffic.
Do platform conversions match my actual sales?+
Rarely exactly. Platforms count conversions they believe they influenced within an attribution window. Reconcile monthly against your own records.
Embed this calculator
Free to use on your own site. Copy this into your page — the attribution line is the only condition.
The paragraph below the iframe is the part that matters: an iframe's contents are served from our domain, so a link inside it is not a link from your page. The paragraph is. The small script just resizes the frame to fit your column — drop it if you prefer, the fixed height still works.
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