# IAB-Media-Math-Formulas

CPM – (CPM Formula) (Cost Per Mille)

Cost ÷ Imps x 1000

Cost – (CPM Formula) (Cost Per Mille)

CPM x (Imps ÷ 1000)

Impressions – (CPM Formula) (Cost Per Mille)

(Cost ÷ CPM) x 1000

CPC – (CPC Formula) (Cost Per Click)

Cost ÷ Clicks

Cost – (CPC Formula) (Cost Per Click)

Clicks x CPC

Clicks – (CPC Formula) (Cost Per Click)

Cost ÷ CPC

CTR – (CTR Formula) (Click Through Rate)

(Clicks ÷ Imps) x 100 ||| is a percentage

Clicks – (CTR Formula) (Click Through Rate)

Imps x (CTR ÷ 100)

Impressions – (CTR Formula) (Click Through Rate)

Clicks ÷ (CTR ÷ 100)

CPL – (CPL Formula) (Cost Per Lead)

Cost ÷ Leads

Cost – (CPL Formula) (Cost Per Lead)

Leads x CPL

Lead – (CPL Formula) (Cost Per Lead)

Cost ÷ CPL

CPA – (CPA Formula) (Cost Per Action)

Cost ÷ Actions

Cost – (CPA Formula) (Cost Per Action)

Actions x CPA

Actions – (CPA Formula) (Cost Per Action)

Cost ÷ CPA

CPE – (CPE Formula) (Cost Per Engagement)

Cost ÷ Engagement

Cost – (CPE Formula) (Cost Per Engagement)

Engagement x CPE

Engagement – (CPE Formula) (Cost Per Engagement)

Cost ÷ CPE

Site Index – Formula

(% Composition of site ÷ % composition of base audience) x 100

ER – (ER Formula) (Engagement Rate)

(Engagement ÷ Imps) x 100 ||| is a percentage

Engagement – (ER Formula) (Engagement Rate)

Imps x ER

Impressions – (ER Formula) (Engagement Rate)

Engagement ÷ ER

eCPM – (eCPM Formula) (Effective CPM)

Total Cost ÷ Total Imps x 1000

CPS – (CPS Formula) (Cost Per Sale)

Cost ÷ Sales

Cost – (CPS Formula) (Cost Per Sale)

Sales x CPS

Sales – (CPS Formula) (Cost Per Sale)

Cost ÷ CPS

CR – (CR Formula) (Conversion Rate)

(Conversions ÷ Clicks) x 100 ||| is a percentage

Conversions – (CR Formula) (Conversion Rate)

Clicks x CR

GRPs – (GRPs Formula) (Gross Rating Points)

Reach x Frequency

Reach – (GRPs Formula) (Gross Rating Points)

GRPs ÷ Frequency

Frequency – (GRPs Formula) (Gross Rating Points)

GRPs ÷ Reach

ROAS – (ROAS Formula) (Return on Ad Spend)

Rev ÷ Cost

ROI – (ROI Formula) (Return on Investment)

(Rev ‐ Cost) ÷ Cost

BR% – (BR Formula) (Bounce Rate) (Email Marketing Metrics)

(Bounce ÷ Total Sent) x 100 ||| is a percentage

OR% – (OR Formula) (Open Rate) (Email Marketing Metrics)

[Opens ÷ (Total Sent – Bounced)] x 100 ||| is a percentage

CR% – (CR Formula) (Conversion Rate) (Email Marketing Metrics)

(Conversions ÷ Total Opens) x 100 ||| is a percentage

UOR% – (UOR Formula) (Unique Open Rate) (Email Marketing Metrics)

(Unique Opens ÷ Total Imps) x 100 ||| is a percentage

Opt-out Rate% – (Opt-out Rate Formula) (Email Marketing Metrics)

Opt‐outs ÷ (Total Sent – Bounced) x 100

Response Rate% – (Response Rate Formula) (Email Marketing Metrics)

Responses ÷ (Total Sent – Bounced) x 100

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