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Benchmarks2 min read3 sections

CPM, CTR and ROAS: evaluate AI ads using your data (2026)

Compare AI ads with relevant ads in your own account.

Kevin Dosanjh
Kevin Dosanjh
Co-founder / CMO, AI Vidia · Updated
Editorial overhead flat lay of paper cards with CPM, CTR, and ROAS labels on a warm off-white Nordic studio surface, suggesting a 2026 AI creative benchmark report
On this page3 sections
  1. 01Define the measures
  2. 02Interpret the result in context
  3. 03Keep the denominator and business question visible

Compare AI ads with relevant ads in your own account. Define the measurement basis before interpreting CPM, CTR or ROAS. The production method alone does not establish the result.

Define the measures

CPM is spend per thousand impressions. CTR is a click rate whose click definition must be specified. ROAS is attributed revenue divided by ad spend, not profit or automatically incremental revenue. Record period, currency, placement, objective and attribution settings.

Interpret the result in context

Inspect spend distribution and raw counts alongside percentages. A stronger CTR need not produce more purchases, and CPM can change for reasons beyond the ad. Agree a reference ad and test metric with your media buyer. Low delivery can leave a result unresolved. Turn the findings into a specific next brief, and evaluate production cost separately using the cost guide.

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Keep the denominator and business question visible

A traffic campaign and a purchase campaign are not automatically comparable. Break results down by relevant market, placement and objective where the data supports it. Record changes in offer and destination, and avoid hiding uneven ad delivery behind a single average.

A higher click rate can reflect a clearer message or attract people with little interest in buying. Attributed revenue should be considered alongside margin, returns and the company's broader measurement approach. At review, state which variant was investigated, what the evidence showed and what the next brief should change. More delivered videos describe production capacity; they do not establish that AI caused a ROAS improvement.

Frequently asked questions

01What should we decide first?
Compare AI ads with relevant ads in your own account. Define the measurement basis before interpreting CPM, CTR or ROAS. The production method alone does not establish the result.
02How should we evaluate the work?
A higher click rate can reflect a clearer message or attract people with little interest in buying. Attributed revenue should be considered alongside margin, returns and the company's broader measurement approach. At review, state which variant was investigated, what the evidence showed and what the next brief should change. More delivered videos describe production capacity; they do not establish that AI caused a ROAS improvement.

Next step

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