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Plain-English guides to advertising metrics and benchmarks — each paired with a free calculator.
All guides
How much do TikTok ads cost?
TikTok ads average around $4–$10 per 1,000 impressions, with a $50/day campaign minimum on self-serve. See the real ranges, the spend minimums, and how to estimate your own cost.
How much do Instagram ads cost?
Instagram ads typically run about $0.40–$2 per click and $2–$6 per 1,000 impressions, but the auction — country, audience, season — sets your real price. See the ranges and how to estimate yours.
What is a good CAC?
There's no universal good CAC — it's set by what a customer is worth to you. Learn the LTV:CAC ratio, payback period, and how to judge yours.
What is a good AdSense RPM?
There's no universal good RPM — it swings with niche, country, season and ad layout. Learn RPM vs eCPM, why it varies, and how to raise it.
What is a good ROAS?
There's no universal good ROAS — it's set by your profit margin. Learn break-even ROAS and how to judge yours.
What is a good CPM?
What counts as a good CPM depends on platform, country and season. See typical Meta CPMs by country and how to judge your own.
What is a good CPC?
A good cost per click depends on platform and industry — ~$5.42 on Google Search vs ~$0.70 on Meta. See the benchmarks and the click-value test.
What is a good CTR?
A good click-through rate depends on format — ~6.6% on Google Search, ~1.7% on Meta, far lower on display. See benchmarks by industry and how to judge yours.
How to increase ROAS
Increase ROAS by lifting revenue per dollar or cutting wasted spend. Eight practical levers, a worked example, and the mistakes that quietly cap your return.
How to improve CTR
Improve click-through rate on paid ads and in organic search — stronger headlines, tighter targeting, rich results and better meta descriptions. The levers for both.
CPM vs RPM: what's the difference?
CPM is what an advertiser pays per 1,000 impressions; RPM is what a publisher earns per 1,000 pageviews. How the two relate, with a worked example.
ROAS vs ROI: what's the difference?
ROAS measures revenue per ad dollar; ROI measures profit after all costs. See how a great ROAS can hide a poor ROI, with a worked example.
CPC vs CPM: which should you use?
CPC charges per click; CPM charges per 1,000 impressions. Which is cheaper depends on your CTR — here's how to compare and when to use each.
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