Ad Campaign Metrics
ROAS, ROI, CTR, CPC, CPM, conversion rate and CPA for several campaigns from spend, impressions, clicks, conversions and revenue; totals from summed inputs.
Every standard paid-media ratio per campaign and in total, computed from the five figures the ad platform gives you, with blank denominators shown as blank rather than zero.
Example: Spend 2,400, 180,000 impressions, 5,400 clicks, 120 conversions, revenue 9,600 → CTR 3 %, CPC 0.44, CPM 13.33, CVR 2.22 %, CPA 20, ROAS 4.0, ROI 300 %.
Seven ratios,
five numbers, no averages of averages.
What each metric measures, how the totals are formed, and what ROAS does not tell you.
The ratios
CTR (click-through rate) = clicks ÷ impressions. CPC (cost per click) = spend ÷ clicks. CPM (cost per thousand impressions) = spend ÷ impressions × 1000. CVR (conversion rate) = conversions ÷ clicks. CPA (cost per acquisition) = spend ÷ conversions. ROAS (return on ad spend) = revenue ÷ spend, a multiple. ROI = (revenue − spend) ÷ spend, a percentage — so ROAS 4.0 is ROI 300 %. These are the definitions every major ad platform uses; the page adds nothing to them. When a denominator is zero the ratio is shown as a dash, not as zero, because "no clicks yet" is not "0 % CTR".
Totals
The total row sums spend, impressions, clicks, conversions and revenue first and then computes each ratio from the sums. Averaging the per-campaign ratios would weight a tiny campaign the same as a large one and give the wrong blended CPA; the summed version is what the finance figures will show.
What ROAS does not tell you
Revenue is not profit: a ROAS of 2.0 on a product with a 40 % gross margin loses money after cost of goods. The page has no margin, refund, lifetime-value or attribution model — it reports what you enter. Which conversions to count (last click, view-through, assisted) is a choice made in the ad platform, not here. Nothing you enter leaves the browser; the same four anonymous usage counts as the rest of the site apply.