CPC: cost per click
CPC (Cost per Click) is the average cost of one click on an ad during a period.
Formula
CPC = advertising spend ÷ clicks
A click is the earliest funnel stage. To reach CAC, include click-to-lead and lead-to-sale conversion rates.
- Spend — advertising budget for the period (₽)
- Clicks — clicks paid for in the same period (items)
Worked example
- Advertising budget: 120 000 ₽
- Clicks: 6 000
- CPC = 120,000 ₽ ÷ 6,000 clicks
Result: 20 ₽ per click.
How to interpret it
- Derive an affordable CPC from affordable CAC through funnel conversions: CAC × CR(click → lead) × CR(lead → sale).
- At 10% click-to-lead and 20% lead-to-sale conversion, an affordable CPC for CAC of 3,000 ₽ is 60 ₽.
Common mistakes
- Confusing CPC with CPM: CPM is paid per thousand impressions, not per click.
- Judging CPC without conversion rates; the cheapest audience may not buy.
- Comparing CPC across platforms with different attribution models as if they were equivalent.
Calculate with your own data
Open “Maximum affordable CPC” with an example
The calculation runs in your browser; the example link restores its values in the calculator. Our calculation methodology documents formula versions, units and rounding.
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Editorial team: MARKMA Editorial Team. Reviewed: .