Instagram Ads Calculator

Plan an Instagram ad campaign before you spend a dollar. Enter your budget and expected CPM (or CPC), click-through rate, conversion rate and average order value, and instantly see estimated reach, clicks, sales, revenue, ROAS and cost per acquisition. Everything runs in your browser — nothing is uploaded.

📖 How it works & FAQ

Ad budget ($)

Pricing model

CPM ($ per 1,000 impressions)

Click-through rate — CTR (%)

Conversion rate (%)

Average order value ($)

Defaults are typical Instagram benchmarks — edit every number to match your own account. Estimates only.

Why model your Instagram ads before you spend

Instagram ads are bought through Meta Ads Manager, and the numbers that decide whether a campaign is profitable — CPM, click-through rate, conversion rate and average order value — multiply together. A small change in any one of them can swing your return dramatically. This calculator chains them for you: budget & CPM give reach, reach & CTR give clicks, clicks & conversion rate give sales, and sales & order value give revenue. From there it computes ROAS (return on ad spend) and CPA (cost per acquisition), the two numbers most sellers judge campaigns by. The pre-filled rates are approximate defaults you can edit; check your own Ads Manager for current figures — everything here is an estimate, not financial advice.

Reading ROAS and CPA

ROAS is revenue divided by ad spend: 2.00× means every $1 of ads returned $2 in sales. Break-even ROAS depends on your margins — a product with a 50% margin needs roughly 2.00× just to break even on ad cost. CPA is what one sale costs you in ads; if your CPA is higher than your profit per order, the campaign loses money even when revenue looks healthy. Watch both together.

How to use it

Enter your total ad budget for the campaign or month.
Choose CPM or CPC pricing, and enter the rate you see in Ads Manager (or keep the editable defaults to start).
Set your expected click-through rate, conversion rate and average order value.
Read the cards: reach, clicks, sales, revenue, ROAS and CPA update live as you type.

FAQ

What is a typical Instagram CPM?: Most accounts see roughly $5–$15 per 1,000 impressions, but it varies widely by audience, season and placement. Q4 holiday CPMs run much higher. Use your own account's recent average when you have one.
Should I plan with CPM or CPC?: Use whichever number you trust more. Meta bills most campaigns by impressions, so CPM is the native metric, but if you know your historical cost per click, CPC mode skips the CTR guesswork.
What conversion rate should I assume?: Cold-traffic e-commerce landing pages often convert at 1–3%. Retargeting warm audiences can do noticeably better. Start conservative and refine with real data.
Is my data uploaded anywhere?: No. The calculator runs entirely in your browser — nothing you type leaves your device.