Digital Marketing Equations Cheat Sheet

Conversion Rate* = Total Conversions / Total Visits

Average Order Value (AOV) = Total Value / Total Conversions

Cost Per Acquisition (CPA) = Total Spend / Total Conversions

Variance = (Total Value / Total Spend) – 1

Clickthrough Rate* = Total Clicks / Total Impressions

Cost Per Click = Total Cost / Total Clicks

Cost Per Mille (CPM) = Total Cost / 1,000 Impressions

Unsubscribe Rate = Total Unsubscribes / Total Deliveries

Open Rate = Unique Opens / Total Deliveries

Click-To-Open Rate = Unique Clicks / Unique Opens

Conversion Rate = Conversions / Visits