Updated
Ads & Analytics
A/B Test Revenue Calculator
Compare Variant A vs B using sessions, RPM, CTR, CPC, conversion rate, AOV, and costs. Estimate revenue lift, profit impact, and export a clean report.
A/B Variant Comparison
Enter metrics for A and B. Use the simplest inputs you have (RPM-only works), or add CTR/CPC/CVR/AOV and costs for deeper insights.
Input Options
- Fast (Recommended): enter Sessions + RPM for A and B.
- Ads breakdown: add CTR + CPC to estimate RPM from ad clicks.
- Commerce breakdown: add Conversion Rate + AOV to estimate revenue per session.
- Profit: add costs to estimate profit lift.
Tip: If you trust RPM, you can leave CTR/CPC/CVR/AOV empty. The calculator will use RPM-first and only use breakdown fields for diagnostics.
| Metric | Variant A | Variant B | Difference | Interpretation |
|---|---|---|---|---|
| Traffic | — | — | — | Traffic should be close unless the test is intentionally unbalanced. |
| RPM | — | — | — | Higher RPM generally means higher revenue per 1,000 traffic units. |
| Estimated Ad Rev / Traffic | — | — | — | Uses CTR × CPC when provided. Helpful for “why did RPM change?”. |
| Estimated Commerce Rev / Traffic | — | — | — | Uses CVR × AOV when provided. Helps link UX changes to outcomes. |
| Conversions (est.) | — | — | — | Conversions estimate = Traffic × CVR. Needs CVR. |
| Profit (est.) | — | — | — | Profit = Revenue − variable costs − conversion costs − fixed costs. |
Enter CTR/CPC and/or CVR/AOV for deeper breakdown. If those fields are blank, the tool still works using RPM.
Confidence Indicators
These are lightweight “is this likely noise?” checks. Use them as hints, not as a final statistical decision. CTR and CVR use two-proportion z-tests when inputs are available. RPM uses a normal approximation based on traffic size.
Calculate results in the Compare tab to see confidence indicators.
Export Report
Export a compact A/B report for your notes, stakeholders, or weekly experiment review.
Calculate results first to enable export.