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WAAR.CH Tools | Media Planning

Media
Calculator

CPM, CPC, CTR, ROAS and conversion: calculate all media key figures interactively and compare them with benchmarks.

4 modules | more than 12 key figures

Select module
Budget (CHF) CHF 5,000
CHF 500CHF 100,000
CPM: Cost per 1,000 impressions (CHF) CHF 8
CHF 1CHF 80
Frequency: Ø contacts per person 3×
1×10×
Benchmark CPM: Display 3 to 8 CHF | Video 10 to 25 CHF | LinkedIn 25 to 60 CHF | Meta 4 to 12 CHF
Total impressions
:
given budget and CPM
Unique Reach (People)
:
Impressions ÷ frequency
Cost per person (CPP)
:
Budget ÷ Unique Reach
Budget (CHF) CHF 3,000
CHF 100CHF 50,000
CPC: Cost per click (CHF) CHF 1.20
CHF 0.10CHF 20
Impressions 500'000
10'0005 million
Benchmark CPC: Google Search 1 to 5 CHF | Meta 0.30 to 1.50 CHF | LinkedIn 5 to 15 CHF | Display 0.10 to 0.50 CHF
Totally clicks
:
Budget ÷ CPC
CTR (click-through rate)
:
Clicks ÷ impressions
Effective CPM
:
Budget ÷ impressions × 1,000
Ad spend (CHF) CHF 10,000
CHF 500CHF 200,000
Revenue from ads (CHF) CHF 45,000
0CHF 1 million
Margin (%) 40 %
5 %90 %
Benchmark ROAS: eCommerce 3 to 5× | Lead Gen 5 to 10× | Break-even = 100 ÷ margin
ROAS
:
Sales ÷ Ad Spend
Break-even ROAS
:
100 ÷ margin
Profit after ad spend
:
Sales × Margin − Ad Spend
Visitors/sessions 10'000
100500'000
Conversions 150
110'000
Ad spend (CHF) CHF 5,000
CHF 100CHF 200,000
Ø Value per conversion (CHF) CHF 200
CHF 1CHF 10,000
Benchmarks CVR: eCommerce 1 to 3% | Lead Gen 5 to 15% | SaaS Trial 15 to 25%
Conversion rate
:
Conversions ÷ visitors
Cost per Conversion (CPA)
:
Ad spend ÷ conversions
Total sales
:
Conversions × Average Value
ROI
:
(Sales − Spend) ÷ Spend
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Free tool | Guideline note: This tool is available free of charge and is intended for orientation purposes only. All key figures (CPM, CPC, ROAS, CVR) are guidelines and estimates without guarantee. Actual media results vary depending on market, audience, creation, platform and seasonality. Andy Waar / WAAR.CH assumes no liability for decisions made on the basis of these calculations. For binding media planning, I recommend individual advice: waar.ch/contact