Free Tool
Meta Ads Calculator
Two panels, one job. The first turns a running campaign's raw numbers into the metrics Meta buries in custom columns. The second estimates what a daily budget should buy you before you spend it.
1 — Read a campaign: CPM, CPC, CTR
2 — Estimate a budget before you spend it
The formulas
CPM = Spend ÷ Impressions × 1,000. What a thousand views cost you. CPC = Spend ÷ Clicks. What each visitor cost. CTR = Clicks ÷ Impressions × 100. The share of viewers who cared enough to tap. Run the estimator in reverse and the chain is: budget buys impressions through the CPM, impressions become clicks through the CTR, and clicks become purchases through your store's conversion rate.
The estimator is honest arithmetic, not a promise. Its output lives and dies on the conversion rate you feed it — a store converting at 1% and a store converting at 3% get wildly different CPAs from the same ads. Use your real store numbers, not the rate you hope for. We see advertisers plan budgets around a 2% conversion rate on a brand-new store with no reviews, then blame the ads when the CPA lands triple the estimate. The ads usually did their job; the assumption did not.
Once the estimator gives you a CPA, hold it against the most you can actually afford — your break-even point. If the estimated CPA sits above that ceiling, the fix is rarely a bigger budget; it is a better offer, a faster page, or a cheaper product cost.
Quick answers
What is a healthy CTR on Meta? For link clicks on cold traffic, 1–2% is a workable range for most ecommerce offers. Under 0.5% usually points at the creative or the audience, not the budget.
Why is my real CPM different from the estimate? CPM moves with audience size, season, and competition. Q4 CPMs can run double the rest of the year in the US, so re-run the estimate with a higher CPM before committing holiday budgets.