Ad glossary
CPC (cost per click)
The average amount paid for each click on an ad, calculated as total ad spend divided by the number of clicks.
CPC, or cost per click, is the average amount you pay each time someone clicks your ad. On Meta you will see more than one version: CPC (all), which counts any click including reactions, profile taps and "See more" expansions, and cost per link click, which only counts clicks that take people to your destination. For ecommerce, the link-click version is usually the more useful one.
How to calculate it
CPC = ad spend ÷ clicks
Worked example (made-up numbers): you spend $300 and receive 250 link clicks. CPC = 300 ÷ 250 = $1.20 per link click. You can check your numbers with the CPC calculator.
How it connects to other metrics
CPC sits between CPM and CTR: CPC = CPM ÷ (1,000 × CTR), with CTR written as a decimal. For example, a $12 CPM with a 1% link CTR gives a CPC of 12 ÷ (1,000 × 0.01) = $1.20. This means CPC can rise either because impressions became more expensive or because fewer people clicked.
Why it matters
- A rising CPC with a steady CPM usually points to weaker creative or ad fatigue.
- A low CPC is only valuable if visitors convert; cheap curiosity clicks can drag down conversion rate.
- CPC is useful for estimating traffic costs when planning a landing page test or a new product launch.
Last reviewed Oct 27, 2026