No matter how much we may want to avoid it, maths (or math to our American friends) is a big part of Digital advertising. In order to measure and optimise marketing we have to be comfortable with CPA, CPC, Conversion Rates and many more metrics and KPIs.
Almost everyone knows how to use total cost and number of conversions to calculate the CPA. But it’s actually surprisingly easy to get almost any number you need from an incomplete set of data on a digital report or media plan. For example with just CPC and CTR you can work backwards to CPM.
The infographic below shows all the common calculations in digital advertising – an easy cheat sheet for when your brain is on go slow and you just need to finish that report.