Expected results from a Meta ads budget. The Facebook/Meta Ads Cost Calculator takes monthly ad budget, expected cpm, expected click-through rate, expected conversion rate, average order value and returns expected purchases plus impressions, clicks, expected revenue, expected roas, cost per purchase. Results update as you type, and the formula is shown under the result so you can repeat it in your own spreadsheet.
Marketing metrics are most useful as trends and comparisons between channels. Measure every campaign the same way, over the same period, and judge it against your gross margin rather than against revenue alone. Use the worked example below to check the maths against your own figures.
How the Facebook/Meta Ads Cost Calculator works
A Meta campaign is a funnel of three rates: CPM buys impressions, CTR turns them into clicks, conversion rate turns clicks into sales. Plug in your account's historical figures to forecast a budget.
Worked example
With the example values (monthly ad budget of $3,000, expected cpm of $8, expected click-through rate of 1.2%, expected conversion rate of 3%, average order value of $60), the expected purchases is 135; impressions 375,000, clicks 4,500, expected revenue $8,100.00, expected roas 2.70x, cost per purchase $22.22. Change any figure above and the result updates immediately; use Copy results to paste the summary into a note or email.
Related Calculators
Frequently Asked Questions
How is expected purchases calculated?
impressions = budget ÷ CPM × 1,000; clicks = impressions × CTR; purchases = clicks × conversion rate.
Which figures do I need?
Monthly ad budget, expected cpm, expected click-through rate, expected conversion rate, average order value. Take them from the same period and the same set of accounts or reports so the ratio is consistent, and check the example values as a guide to the units expected.
How often should I track this metric?
Weekly for live campaigns, monthly for channel comparisons, and always over the same period for spend and results so the figures line up.
