Guides
Benchmarks and side-by-side explanations of the metrics our calculators work out.
What Is a Good Engagement Rate on Social Media?
A good engagement rate is one that beats the average for your platform and your own past results. Here are published averages and how to read them.
What Is a Good CTR? Click-Through Rate Benchmarks
A good CTR depends on the channel. Search ads, social ads and email all have very different normal ranges.
What Is a Good Conversion Rate?
Most online stores convert a small share of visitors. Here is what published data says and how to read it.
Impressions vs Reach: What's the Difference?
Reach counts people. Impressions count showings. The gap between them tells you how often each person saw your content.
ROAS vs ROI: Formulas, Differences and When to Use Each
ROAS measures revenue against ad spend. ROI measures profit against total cost. A campaign can have a great ROAS and still lose money.
CPM vs CPC vs CTR vs CPA: Which Ad Metric Matters?
Each metric answers a different question. CPM is the price of being seen, CTR is how often people click, CPC is the price of a click, and CPA is the price of a result.
How to Price Sponsored Posts as a Creator
A fair rate depends on your audience and the work involved, not on a fixed price per follower. This guide shows how to build one you can explain to a brand.
How Creator Payouts Work: CPM, RPM and Revenue Share
Creators are paid per thousand views, but the rate depends on who watches and what advertisers pay. Here is how the terms fit together.
How Ad Metrics Fit Together: From Impressions to ROAS
Each ad metric describes one step between showing an ad and making money. Read together, they show where a campaign loses it.
Engagement Rate Formulas Explained: Followers, Reach and Impressions
The same post can show three different engagement rates depending on what you divide by. Pick one method and stay with it.
How to use these guides
Each guide answers one question people ask about social media and ad metrics, explains how the platforms measure it, and links to the calculator that works it out. Where we quote a benchmark, we name the source and the year, because averages change and vary a lot between industries and methods.
Start with what is a good engagement rate if you report on organic social, or CPM vs CPC vs CTR vs CPA if you manage paid campaigns.