Cost per click (CPC)
How much are you paying for each click?
Your CPC
$2.00
Spend ÷ clicks
A lower CPC is not automatically better. Traffic quality and campaign objectives matter.
Free media planning tools
Take a closer look at your advertising budget.
Explore channel allocations, calculate campaign metrics and get familiar with your media options. The tools are straightforward. Making the right media decisions is where strategy comes in.
Free access
Unlock the Media Planning Toolkit
Enter your name and email once to access the budget planner, advertising calculators and channel guide. No account or password required.
01 / Budget planning
Advertising budget planner
Start with your total campaign budget, account for non-media costs and allocate the remainder across channels. Compare scenarios before committing to a media mix.
Build your plan
Set aside non-media costsOptional
Include costs that will come out of your total budget but aren't payments for media placements.
Distribute your media budget6 channels
Move the sliders or enter percentages directly. Your combined allocations should total 100%.
Channel and allocationShare of media
Compare your scenarios
Plan A · media allocation$19,500
6 channels · 100% allocated
Plan B · media allocation$19,500
6 channels · 100% allocated
How should I use this budget planner?
Use this as an initial allocation exercise, not an automated recommendation. The amount available for placements is your total budget less non-media costs. Each channel's dollar allocation equals that available amount multiplied by the percentage you assign. Two plans are provided so you can compare approaches. Feasibility depends on the actual formats, markets, timelines and inventory available. A channel that looks appealing on paper may have a minimum buy or production requirement that changes the plan.
02 / Performance calculations
Advertising calculators
Use your actual campaign data to work out the basics. Sample figures are filled in so you can see how each formula works. The results update automatically as you type.
Cost per mille (CPM)
What did 1,000 delivered impressions cost?
Your effective CPM
$15.00
Spend ÷ impressions × 1,000
This uses impressions you provide. It does not forecast delivery or make different media formats directly comparable.
Cost per acquisition (CPA)
How much are you spending per conversion?
Your CPA
$125.00
Spend ÷ conversions
Define the conversion consistently. A form submission, qualified lead and new customer are not interchangeable.
Conversion rate
What share of clicks became conversions?
Your click-to-conversion rate
4.00%
Conversions ÷ clicks × 100
Useful when clicks and conversions are measured on a consistent basis within the same campaign.
Return on ad spend (ROAS) & break-even
Compare attributed revenue with ad spend, then calculate a basic gross-margin break-even threshold.
Return on ad spend
3.50×
Gross-margin break-even ROAS
2.50×
Important: ROAS is not profit. The break-even figure assumes revenue and gross margin are correctly attributed and excludes overhead, taxes and other costs beyond the gross margin calculation. For businesses without direct revenue attribution, this calculator may not apply.
03 / Channel education
Explore advertising channels
There are more options than paid search and social. Browse common formats, see how they are often purchased and consider how they might fit into a campaign.
A note about pricing models and channel comparisons
Cost per click, CPM, flat-rate placements, cost per spot, negotiated packages and audience-based pricing describe different transactions. The actual value of a placement also depends on geography, audience, creative, frequency, timing and measurement. This guide intentionally omits generalized price estimates and channel rankings. It is a reference, not an automated media recommendation.
Need a second set of eyes?
A spreadsheet can show your allocations. It can't tell you if they're right.
ARTÉMIA helps organizations plan and buy media across channels, audiences and budgets. We can work alongside your team or support the full campaign.