Whether you are presenting performance to clients or auditing ad accounts, having a quick reference for core marketing formulas is essential. This Marketing KPI Cheat Sheet outlines the formulas, targets, and definitions for the most critical metrics in paid acquisition and analytics.
Bookmark this page to keep core formulas for CTR, CPC, CPM, CPA, ROAS, ROI, and CLV at your fingertips.
1. Traffic & Engagement KPIs
| KPI Metric |
Mathematical Formula |
Good Benchmarks |
| CTR |
(Clicks / Impressions) * 100 |
Search: 3-5% | Social: 1% |
| CPC |
Total Spend / Clicks |
Depends on Industry |
| CPM |
(Spend / Impressions) * 1,000 |
Social: $10.00 - $18.00 |
2. Conversion & Efficiency KPIs
| KPI Metric |
Mathematical Formula |
Good Benchmarks |
| Conversion Rate |
(Conversions / Clicks) * 100 |
E-commerce: 2-3% | SaaS: 5%+ |
| CPA |
Total Spend / Conversions |
Relative to product margins |
| CLV (LTV) |
AOV * Freq * Lifespan * Margin % |
Target LTV:CPA ratio of 3:1 |
3. Financial Return KPIs
| KPI Metric |
Mathematical Formula |
Good Benchmarks |
| ROAS |
Ad Revenue / Ad Spend |
Target: 4.0x (400%) |
| ROI |
((Revenue - Cost) / Cost) * 100 |
Positive bottom-line profit |
| Break-Even ROAS |
1 / Gross Profit Margin % |
Relative to product margins |