Impressions, clicks, ad cost, conversions, and conversion value answer different questions about a campaign. This example uses one period and currency to calculate five ratios in Excel. Check reporting definitions before comparing them with platform metrics.
Set up a sample row
Use A for campaign, B for impressions, C for clicks, D for ad cost, E for conversions, and F for conversion value. Row 2 has 10,000 impressions, 200 clicks, 1,000 in cost, 10 conversions, and 4,000 in conversion value.
Compare data with the same dates, currency, and attribution settings. If conversion value is not measured, leave ROAS unavailable rather than inventing a zero.
Formulas for CTR, CPC, CPA, and ROAS
CTR is clicks/impressions, CPC cost/clicks, CPA cost/conversions, ROAS conversion value/cost, and a simple click-based conversion rate conversions/clicks. Format ratios as percentages or currency where appropriate; percentage formatting already multiplies the displayed value by 100.
Google Ads conversion rate may use eligible ad interactions rather than just clicks. A simple click-based spreadsheet calculation need not exactly match the platform column.
| Metric | Excel formula (row 2) | Example result |
|---|---|---|
| CTR | =C2/B2 | 2% |
| CPC | =D2/C2 | 5 |
| CPA | =D2/E2 | 100 |
| ROAS | =F2/D2 | 4.0x |
| Conversion rate | =E2/C2 | 5% |
Avoid division errors and profit confusion
A zero or empty denominator causes a division error. =IFERROR(C2/B2,0) displays zero instead, but do not confuse missing data with a true zero.
A 4.0x ROAS means 4 units of measured conversion value per 1 unit of ad cost. It is not 4x profit because product costs, refunds, taxes, and other expenses remain outside the ratio.
=IFERROR(C2/B2,0)What SheetCommand does not calculate
SheetCommand does not connect to Google Ads or turn these five metrics into an automatic dashboard. You can apply supported cleanup, sorting, and simple summary actions to a CSV or Excel export, then add the ratio formulas in Excel.
Frequently asked questions
What does a ROAS of 4 mean?
Measured conversion value is four times ad cost. It is not net profit.
Are CPA and CPC the same?
No. CPC is ad cost per click; CPA is ad cost per conversion.
Sources and further reading
SheetCommand
Prepare a CSV or Excel export
SheetCommand handles supported cleanup, sorting, and simple summaries; it does not connect to ad or analytics platforms.