Pillar 01 / For media buyers
Buy-Side
63 KPI calculators across 13 verticals. Fill in any two fields and the third solves itself, in whichever direction your plan needs.
Showing 63 of 63 calculators
Universal
09- CPM (Cost per Mille)CPM is what you pay for every thousand ad impressions.CPM = (Spend ÷ Impressions) × 1000
- CPC (Cost per Click)CPC is the average price you pay each time someone clicks your ad.CPC = Spend ÷ Clicks
- CTR (Click-Through Rate)CTR is the share of impressions that turned into a click.CTR = (Clicks ÷ Impressions) × 100
- CPA (Cost per Acquisition)CPA is what you pay, on average, for each conversion you define as the goal.CPA = Spend ÷ Conversions
- ROAS (Return on Ad Spend)ROAS is the revenue generated for every dollar of advertising.ROAS = Revenue ÷ Ad spend
- ROI (Return on Investment)ROI is the profit or loss on an investment, expressed as a percentage of what it cost.ROI = ((Return − Cost) ÷ Cost) × 100
- Conversion RateConversion rate is the share of clicks that went on to complete your goal action.Conversion rate = (Conversions ÷ Clicks) × 100
- LTV (Customer Lifetime Value)LTV is the total revenue you can expect from a customer over the whole relationship.LTV = Average order value × Purchases per year × Customer lifespan
- Break-Even ROASBreak-even ROAS is the return on ad spend at which a campaign exactly covers its product costs.Break-even ROAS = 100 ÷ Gross margin %
Display/Programmatic
05- vCPM (Viewable CPM)vCPM is the price of a thousand impressions that actually met the viewability standard.vCPM = (Spend ÷ Viewable impressions) × 1000
- Viewability RateViewability rate is the share of measured impressions that were actually viewable.Viewability rate = (Viewable impressions ÷ Measured impressions) × 100
- Average FrequencyAverage frequency is how many times, on average, each person you reached saw your ad.Average frequency = Impressions ÷ Unique reach
- Working Media SpendWorking media is the part of your budget that actually buys impressions after platform, data and agency fees.Working media = Gross budget × Working media share %
- Invalid Traffic (IVT) RateIVT rate is the share of impressions flagged as invalid: bots, crawlers, or fraudulent activity.IVT rate = (Invalid impressions ÷ Total impressions) × 100
Video
05- CPV (Cost per View)CPV is the average cost of each counted video view.CPV = Spend ÷ Views
- CPCV (Cost per Completed View)CPCV is what you pay for each video watched to the end.CPCV = Spend ÷ Completed views
- VCR (Video Completion Rate)VCR is the share of started videos that played through to the end.VCR = (Completed views ÷ Video starts) × 100
- View RateView rate is the share of video impressions that became a counted view.View rate = (Views ÷ Impressions) × 100
- Completed Views ForecastThis forecast turns expected video starts and a completion rate into the number of completed views you will get.Completed views = Video starts × VCR %
Audio
04- LTR (Listen-Through Rate)LTR is the audio equivalent of video completion: the share of ads that played to the end.LTR = (Completed listens ÷ Audio starts) × 100
- CPCL (Cost per Completed Listen)CPCL is the price of each audio ad heard all the way through.CPCL = Spend ÷ Completed listens
- Audio ReachAudio reach estimates how many unique listeners heard your ad, from total impressions and average frequency.Unique listeners reached = Impressions ÷ Average frequency
- Companion Banner CTRCompanion CTR is the click rate on the display banner that appears alongside an audio ad.Companion CTR = (Companion clicks ÷ Companion impressions) × 100
CTV
05- Cost per Household ReachedCost per household is what you pay to reach each unique TV household.Cost per household = Spend ÷ Households reached
- GRPs (Gross Rating Points)GRPs measure the total weight of a TV buy: reach as a percentage of the target audience multiplied by average frequency.GRPs = Average frequency × Reach %
- Household Reach %Household reach is the share of your target TV households that saw the campaign at least once.Household reach = (Households reached ÷ Target households) × 100
- Household Site Visit RateSite visit rate is the share of reached households that later visited your site, matched by IP or device graph.Site visit rate = (Site visits ÷ Households reached) × 100
- Cost per Site VisitCost per site visit prices the traffic a CTV campaign drove to your website.Cost per site visit = Spend ÷ Site visits
Native
04- Cost per Landing Page ViewCost per landing page view is what you pay for each visitor whose page actually loaded.Cost per landing page view = Spend ÷ Landing page views
- Engaged Visit RateEngaged visit rate is the share of landing page views that met your engagement bar, such as time on page or scroll depth.Engaged visit rate = (Engaged visits ÷ Landing page views) × 100
- Cost per Engaged VisitCost per engaged visit prices only the visitors who actually read or interacted.Cost per engaged visit = Spend ÷ Engaged visits
- Click ForecastThe click forecast shows how many clicks a budget buys at an expected CPC.Clicks = Budget ÷ Expected CPC
App/Mobile
05- CPI (Cost per Install)CPI is the average cost of each app install driven by your ads.CPI = Spend ÷ Installs
- Click-to-Install RateClick-to-install rate is the share of ad clicks that ended in an install.Click-to-install rate = (Installs ÷ Clicks) × 100
- Day-7 RetentionDay-7 retention is the share of new installers still opening the app a week later.D7 retention = (Users active on day 7 ÷ Installs) × 100
- ARPDAUARPDAU is average revenue per daily active user.ARPDAU = Daily revenue ÷ Daily active users
- Paying Users ForecastThis forecast estimates how many installers will become paying users at a given payer conversion rate.Paying users = Installs × Payer conversion %
Ecommerce/Shopping
05- AOV (Average Order Value)AOV is the average revenue per order.AOV = Revenue ÷ Orders
- Add-to-Cart RateAdd-to-cart rate is the share of sessions where a shopper put something in the basket.Add-to-cart rate = (Add-to-carts ÷ Sessions) × 100
- ACoS (Advertising Cost of Sale)ACoS is ad spend as a percentage of the sales those ads drove, the standard metric on retail media like Amazon Ads.ACoS = (Ad spend ÷ Attributed sales) × 100
- TACoS (Total ACoS)TACoS is ad spend as a percentage of all sales, paid and organic.TACoS = (Ad spend ÷ Total sales) × 100
- Revenue ForecastThe revenue forecast multiplies traffic, conversion rate and order value into expected sales.Revenue = Sessions × Conversion rate % × AOV
DOOH
04- Audience MultiplierThe audience multiplier is the number of people estimated to see each ad play on a screen.Impressions per play = Impressions ÷ Ad plays
- Cost per PlayCost per play is the average price each time your ad runs on a screen.Cost per play = Spend ÷ Ad plays
- Share of VoiceShare of voice is the portion of a screen's ad loop that belongs to you.Share of voice = (Your plays ÷ Total loop plays) × 100
- Total PlaysTotal plays is how many times your ad will run across a network over a flight.Total plays = Screens × Plays per screen per day × Flight length
Crypto
04- Cost per Wallet ConnectCost per wallet connect is what you pay for each user who links a crypto wallet to your app.Cost per wallet connect = Spend ÷ Wallet connects
- Cost per Funded WalletCost per funded wallet prices each new user who actually deposits.Cost per funded wallet = Spend ÷ Funded wallets
- Wallet Funding RateWallet funding rate is the share of connected wallets that went on to deposit.Funding rate = (Funded wallets ÷ Wallet connects) × 100
- Cohort ROICohort ROI compares the net revenue a group of acquired users generated with what it cost to acquire them.Cohort ROI = ((Cohort net revenue − Acquisition cost) ÷ Acquisition cost) × 100
Healthcare
04- Cost per Booked AppointmentCost per booked appointment is the ad cost of each scheduled visit.Cost per appointment = Spend ÷ Booked appointments
- Lead-to-Patient RateLead-to-patient rate is the share of inquiries that became treated patients.Lead-to-patient rate = (New patients ÷ Leads) × 100
- Cost per New PatientCost per new patient is the full ad cost of each patient who actually started care.Cost per new patient = Spend ÷ New patients
- HCP Reach %HCP reach is the share of a target list of healthcare professionals your campaign reached.HCP reach = (HCPs reached ÷ Target HCP list) × 100
Gaming
04- Cost per RegistrationCost per registration is the ad cost of each new player account.Cost per registration = Spend ÷ Registrations
- Payer Conversion RatePayer conversion is the share of active players who have made any purchase.Payer conversion = (Paying players ÷ Active players) × 100
- ARPPUARPPU is average revenue per paying user.ARPPU = Revenue ÷ Paying players
- In-Game Ad RevenueIn-game ad revenue estimates what rewarded and interstitial ads will earn across your player base.Ad revenue = Players × Ad impressions per player × (eCPM ÷ 1000)
Social
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