MARKETING KPI FORMULAS AND COMPLETED EXAMPLE

FICTIONAL INPUTS
Scope: one finalized video-campaign reporting period
Currency: USD
Spend: 2400
Impressions: 400000
Clicks: 4000
Purchases: 120
Attributed purchase revenue: 12000
Deduplicated campaign-period reach: 160000 people
Video starts: 200000
Video completions: 120000

CHECKED RESULTS
CPM = spend / impressions * 1000 = $6.00
CTR = clicks / impressions * 100 = 1.00%
CPC = spend / clicks = $0.60
CPA = spend / purchases = $20.00 per purchase
ROAS = attributed revenue / spend = 5.00x (500%, not profit)
Frequency = impressions / deduplicated reach = 2.50
VCR = completions / starts * 100 = 60.00%
CPCV = matching video spend / completions = $0.02

VCR here is starts-based. A platform that uses video impressions as the denominator would report 30.00% for this example. Do not compare the two rates as if they shared a denominator. Reach must not be summed across overlapping periods or audiences.

REUSABLE REVIEW CHECKLIST
1. Campaign or reporting scope and date range.
2. Currency and spend basis, including whether fees are included.
3. Click definition and conversion action.
4. Attribution window and reporting extraction date.
5. Revenue definition and any refunds or adjustments.
6. Video denominator and matching video spend.
7. Reach source and the period over which it was deduplicated.
8. Missing inputs, zero denominators and any resulting unavailable KPIs.

Zero denominators make the related ratio undefined. Missing inputs are not zeros.
For multiple compatible rows, calculate ratios from summed inputs rather than averaging rates. Reach requires a deduplicated total.

Tool: https://www.arvinstewart.com/tools/campaign-dashboard
Choose Try the Manual KPI Calculator. This file is a completed reference example and checklist, not a separate executable calculator.