Divide ad spend by clicks to get CPC, and see how many clicks each unit of budget buys.
Dividing spend by the number of clicks gives the unit economics of the channel. The reciprocal — clicks delivered per unit of currency — is shown alongside, because that is the figure to maximise when a budget is fixed. Unit cost is the only number that lets you compare channels with wildly different budgets, and it is the input every bid and budget decision ultimately rests on.
Cost Per Click
Cost Per Click = Ad spend ÷ Clicks received
Cost Per Click = Ad spend ÷ Clicks received Dividing spend by the number of clicks gives the unit economics of the channel. The reciprocal — clicks delivered per unit of currency — is shown alongside, because that is the figure to maximise when a budget is fixed.
Unit cost is the only number that lets you compare channels with wildly different budgets, and it is the input every bid and budget decision ultimately rests on.
This calculator takes 2 inputs: Ad spend, Clicks received. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.