About ConversionMath

ConversionMath is an independent website with free calculators for digital marketers. It covers the metrics people work with every day in ad platforms and analytics tools, such as cost per click, ROAS, customer acquisition cost, lifetime value and conversion rates. Each calculator shows the formula behind its result, right next to the result.

What the site does

ConversionMath has 19 calculators covering ad costs, customer and revenue metrics, and conversion and engagement. All but two let you solve for whichever value you're missing. For example, the CPC calculator finds cost per click from spend and clicks, or the clicks a budget buys at a given CPC. The two exceptions are the Funnel Conversion calculator, which models a chain of stages rather than a single formula, and the SaaS LTV calculator, which lets you choose between two LTV formulas instead. All math runs in your browser, so we never receive the numbers you enter.

Where the formulas come from

Each calculator uses the standard definition of its metric as ad and analytics platforms report it. For example, CPC is spend divided by clicks, and CPM is spend per thousand impressions. Every calculator page explains its formula and what goes into each input. When a metric has more than one common definition, the calculator lets you choose between them: engagement rate by reach or by followers, and SaaS lifetime value with or without gross margin.

Benchmark ranges in the FAQs, such as typical CPCs by channel, are general guides, not guarantees. They vary by industry, region, audience and season, so treat them as a starting point and compare them with your own account data.

How the calculations are checked

Every calculator has worked examples with known answers. For example, $1,000 of spend and 250 clicks must return a CPC of $4.00. Automated tests run these examples for every calculator and every value it can solve for. They also check input validation, currency formatting, copying and resetting. The tests run against the calculator code and against the built site in a real browser. Changes to a calculator aren't published until they pass.

Who runs ConversionMath

ConversionMath is researched, written and maintained by the ConversionMath editorial team. It isn't affiliated with Google, Meta, LinkedIn, Microsoft or any other ad platform or analytics vendor mentioned on the site.

Ads, affiliate links and independence

The site is free, with no signup and no paywall, and is paid for by advertising and affiliate links. Advertisers and partners have no say in the calculators. Ads never change a result, and no formula or benchmark is chosen to favor a partner. Details are in the advertising and affiliate disclosure.

Limits of the results

The calculators do the math on the numbers you enter. They don't connect to your ad or analytics accounts, so they can't tell whether those numbers were tracked correctly. Attribution windows, conversion definitions and differences in how platforms report all affect what you put in. Results are there to inform your decisions; they aren't financial advice.

Corrections

If a result or formula looks wrong, email hello@conversionmath.com with the page and the numbers you entered. We check every report. When a fix is confirmed, we add a worked example for it to the tests so the same error can't come back.