These free marketing tools answer the numbers questions that come up every week in an ad account, an analytics report or an SEO plan: what an impression costs, whether an ad gets clicked, what a sale costs, whether that sale makes money, and which keywords belong on which page. Every calculator and generator below runs in your browser with no sign-up, and nothing you type is sent to us or stored anywhere. We built them because we use the same formulas when we audit an account, and it is easier to show the maths than to describe it.
The tools are grouped by the job they do. Paid ads metrics cover the cost and response of a campaign. Growth and unit economics cover what a customer is worth and what you can afford to pay for one. The SEO tools handle keyword grouping, intent and international markup. The cost estimators give a starting estimate for SEO and website projects based on our published plans.
Paid Ads Metrics Calculators
These five calculators follow a campaign from the first impression to the profit on the sale. Use them with numbers from Google Ads, Meta Ads Manager or any other ad platform, as long as all inputs cover the same campaigns and the same date range.
CPM calculator
The CPM calculator works out cost per 1,000 impressions from spend and impressions, and it also runs the other way: total cost from a CPM and an impression count, or how many impressions a budget buys at a given CPM. It is the first number to check on awareness, video and Meta campaigns, where most buying is priced by impression.
CTR calculator
The CTR calculator divides clicks by impressions to give click-through rate and shows how many impressions it takes to earn one click. A second mode tells you how many clicks you would get at a target CTR, which is useful when you are deciding whether a new ad or title tag is worth testing.
PPC calculator
The PPC calculator forecasts a month of paid search or shopping from five inputs: budget, average CPC, conversion rate, average order value and gross margin. It returns clicks, conversions, cost per conversion, revenue, ROAS, gross profit after ad cost and the break-even CPC, which is the most you can pay for a click at your current conversion rate.
CPA calculator
The CPA calculator takes ad spend and conversions to give cost per acquisition, then compares it with your break-even CPA (average order value multiplied by gross margin). It shows profit or loss per conversion and in total, so you can see at a glance whether the campaign pays for itself on the first order.
ROAS calculator
The ROAS calculator gives return on ad spend, the break-even ROAS for your margin, your maximum CPA and the real profit or loss once product costs are counted. It is the best check when a platform reports a ROAS that looks healthy but the bank balance says otherwise.
Growth and Unit Economics Calculators
Ad metrics tell you how a campaign performs. These four tools tell you whether the business can afford it, and whether a change you made actually worked.
Conversion rate calculator
The conversion rate calculator has three modes: your conversion rate from conversions and visitors, the visitors you need to hit a conversion goal, and the extra conversions and revenue a higher rate would bring from the same traffic. The third mode is a quick way to size a conversion project before you spend money on it.
CAC calculator
The CAC calculator divides marketing spend, plus optional sales salaries and tools, by the new customers you won. Add customer lifetime value to see your LTV to CAC ratio, and add monthly gross profit per customer to see how many months it takes to earn back what you paid to acquire them.
Customer lifetime value calculator
The customer lifetime value calculator multiplies order value, purchases per year and customer lifespan (or works lifespan out from annual churn), then applies your margin to give lifetime gross profit. It also shows the maximum CAC you can pay at a target LTV to CAC ratio of 2, 3, 4 or 5 to 1.
A/B test calculator
The A/B test calculator checks whether the difference between two versions is statistically significant at 90%, 95% or 99% confidence, using a two-sided test for two proportions. Its sample size planner tells you how many visitors each version needs, and how many days that takes at your traffic, before you start the test.
Free SEO Tools for Keyword and International Work
These free SEO tools cover the planning jobs that usually happen in a spreadsheet: grouping keywords into pages, labeling intent, checking repetition in a draft and writing hreflang markup without typos.
Hreflang generator
The hreflang generator turns a list of language and country versions of one page into ready-to-paste link tags for the head, XML sitemap entries and the HTTP header format used for PDFs. It warns about invalid country codes (such as UK instead of GB), relative URLs, duplicate pairs and a missing x-default.
Keyword clustering tool
The keyword clustering tool groups up to 2,000 pasted keywords by the words they share, with a strictness slider and an optional list of words to ignore. Each cluster gets a suggested primary keyword (the highest volume term when you include volumes), a likely intent label and a CSV export. It is a text-based first pass, so check close calls against the live results.
Search intent tool
The search intent tool labels each keyword as informational, commercial, transactional, navigational or local, based on the modifiers in the query, and lists the signals it found. Add your brand names so they are treated as navigational, then download the result as CSV for your keyword map.
Keyword density checker
The keyword density checker counts words, lists the most repeated single words and two and three word phrases with their density, and reports how often a focus keyword appears and whether it shows up in the first 100 words. Google does not reward a target density, so use it to spot clumsy repetition rather than to hit a percentage.
Cost Estimators for SEO and Websites
Both estimators use our published plans, so the figures they show update whenever our pricing changes. They give a realistic starting point, not a final quote.
SEO cost calculator
The SEO cost calculator asks what kind of business you run (local, national or online store), how many locations, pages or products you have, how competitive your market is and whether the site has had an audit recently. It suggests the plan that fits and what that plan includes. The full plans are on our SEO packages page.
Website cost calculator
The website cost calculator covers WordPress, Webflow, Shopify and WooCommerce sites, landing pages for ads and custom web apps. It weighs page or product count, custom features, platform migration and copywriting, then shows the package that fits. A fixed quote follows a short scoping call.
Which Marketing Metric to Use When
Most reporting problems come from answering one question with the wrong metric. A campaign with a cheap CPM can still lose money, and a page with a great conversion rate can still be too small to matter. Match the metric to the decision you are making.
| The question you are asking | Metric to use | Tool |
|---|---|---|
| How much does it cost to put the ad in front of people? | CPM | CPM calculator |
| Does the ad or listing make people want to click? | CTR | CTR calculator |
| What will a month of search ads produce at this budget? | Clicks, conversions, break-even CPC | PPC calculator |
| Does the landing page or store turn visits into actions? | Conversion rate | Conversion rate calculator |
| What does each sale or lead cost in ad spend? | CPA | CPA calculator |
| Is the revenue from ads worth the spend? | ROAS and break-even ROAS | ROAS calculator |
| What does a new customer cost across all marketing and sales? | CAC and payback | CAC calculator |
| How much can I pay for a customer over their lifetime? | CLV and maximum CAC | Customer lifetime value calculator |
| Did the new version really win? | p-value and sample size | A/B test calculator |
A simple rule: platform metrics (CPM, CTR, CPC) tell you how the ad is doing, site metrics (conversion rate) tell you how the page is doing, and money metrics (CPA, ROAS, CAC, CLV) tell you how the business is doing. Decisions about budget belong to the money metrics. The other two groups tell you where to fix things.
How the Ad Funnel Metrics Connect, From CPM to ROAS
CPM, CTR, CPC, conversion rate, CPA and ROAS are not separate scores. Each one is built from the one before it, which means you can trace any weak result back to the stage that caused it. With CTR and conversion rate written as decimals:
- CPC = CPM / (1,000 x CTR). A click costs what 1,000 impressions cost, divided by the number of clicks those impressions produce.
- CPA = CPC / conversion rate. An acquisition costs what a click costs, divided by the share of clicks that convert.
- ROAS = average order value / CPA, when every conversion is one order.
- Break-even ROAS = 1 / gross margin, so the chain ends in profit or loss rather than a ratio.
A worked example through the whole chain
The numbers below are example numbers, not benchmarks. A campaign buys impressions at a $10 CPM and gets a 1% CTR, so each click costs $10 / (1,000 x 0.01) = $1.00. The landing page converts 2% of clicks, so each order costs $1.00 / 0.02 = $50. Orders average $100, so ROAS is $100 / $50 = 2.0. With a 50% gross margin, break-even ROAS is 1 / 0.50 = 2.0, which means this campaign exactly pays for itself and makes nothing.
Now change one stage at a time. Raise CTR to 1.25% and CPC falls to $0.80, CPA to $40 and ROAS rises to 2.5. Leave CTR alone and raise conversion rate to 2.5% instead, and you get the same $40 CPA. Raise order value to $125 and ROAS reaches 2.5 with no change to the ads at all. Three different teams (creative, landing page and merchandising) can each move the same final number, which is why looking only at ROAS hides where the problem is.
Finding the Weak Link in Your Funnel
When a campaign misses its target, work through the chain in order and compare each number with your own history for the same campaign type, not with an average someone quoted online.
- Check tracking first. If conversions dropped overnight while clicks held steady, the cause is usually a broken tag, a consent banner change or a checkout update, not the ads.
- Then CPM. A rising CPM with steady CTR points to auction pressure, a narrow audience or a seasonal peak.
- Then CTR. Falling CTR at steady CPM usually means creative fatigue, weaker ad copy or a worse match between keyword and ad.
- Then conversion rate. Healthy clicks that stop converting point to the landing page, the offer, stock, price or site speed.
- Finally margin and order value. If every stage looks normal and the account still loses money, discounts, shipping costs or a shift toward low-margin products may have moved your break-even point.
Getting Clean Inputs From Your Ad and Analytics Accounts
A calculator is only as good as the numbers you put in. Three rules prevent most errors: use the same date range for every input, use the same scope (one campaign, one channel or the whole account), and know whose attribution you are using.
| Input | Where to find it | What to watch |
|---|---|---|
| Spend, impressions, clicks | Google Ads, Meta Ads Manager | Meta shows both all clicks and link clicks. Use link clicks for traffic maths. |
| Conversions | Ad platform or GA4 key events | Platforms count by their own attribution windows, so two platforms can claim one sale. |
| Visitors or sessions | GA4, Shopify analytics | Sessions and users give different conversion rates. Pick one and stick to it. |
| Revenue and order value | Your store or CRM | Use net revenue after refunds where you can. |
| Gross margin | Your accounts | Include shipping, payment fees, discounts and returns, not product cost only. |
What These Free Marketing Tools Do Not Do
The calculators do arithmetic on numbers you supply, so they cannot tell you whether those numbers are right. They do not connect to your ad accounts, they do not store your inputs, and they do not know what is normal for your industry. The SEO tools work on the text you paste: the clustering and intent tools read the words in each keyword, not the live search results, so treat their output as a first draft for a human to review. The cost estimators show where a typical project of your size lands in our published plans, and the final scope always comes from looking at your actual site or account.
When the Numbers Point to a Bigger Problem
If the tools show that your CPA sits above break-even, your conversion rate will not move, or your keyword plan has more pages than you can write, the next step is a look at the account itself. Strategy on every account at 95 Solutions is led by Mustafa, who has 11+ years in digital marketing and works as Head of Marketing for two fashion brands, so these are the same numbers he reviews every week. You keep ownership of your ad accounts, analytics and code throughout. See how we approach PPC management, SEO services and conversion rate optimization, or request a free marketing audit and we will tell you which stage of your funnel to fix first.