Ever tried to pick a winning lottery ticket? Choosing the right ad format can feel like that, but this tool ends the guessing game. It compares the two main ad types, Native (in-feed, looks like content) and Display (banners, sidebars), to see which one makes you more money based on real performance data.

Step 1: Input Your Ad Performance Data

You need to fill out the performance metrics for both ad formats, Native and Display. Get these numbers from your Google Analytics, ad platform reports, or internal data.

• Daily Impressions: How many times per day the ad format is shown.
• CTR (%): The Click-Through Rate, showing how often people click on the ad. Native ads often have a higher CTR because they blend in.
• RPM: Revenue Per Mille (1,000 impressions). This is how much revenue you make for every 1,000 views. This is the core number for revenue calculation.
• Bounce Rate (%): The percentage of visitors who leave your site after viewing only one page. Lower is better; a high bounce rate means the traffic is poor quality.
• Avg Session Duration (sec): How long, on average, visitors stick around. Longer is better; it shows engaged traffic.

Then, enter your Daily Traffic Cost (how much you spend to get all the traffic viewing these ads) and select your Currency.

Step 2: Hit “Compare Formats” and Find the Winner 

The calculator runs a quick, simple financial check. It takes the RPM and Impressions to calculate Daily Revenue for each format. Then, it subtracts your Daily Traffic Cost to find the crucial metric: Daily Profit.

• Winner Card: This immediately shows you which format generates more profit per day and by what margin. This is the main takeaway: follow the money.
• Daily Profit & ROI: Profit shows the net cash gained or lost (green is good, red is bad). Return on Investment (ROI) shows the profit as a percentage of your traffic cost.
• Quality Score: This score is a simple grade based on CTR, Bounce Rate, and Session Duration. It tells you if the traffic itself is engaged and valuable, not just clicky.

Step 3: Check the Verdict and Action Plan 

Review the detailed table and the Strengths/Weaknesses sections. This explains why one format won: was it the high RPM, the super-low Bounce Rate, or the superior CTR?

The Recommendation section gives you an immediate action plan:

• If Native Wins: You should shift the majority of your budget to Native. Why? Because it drives engaged users (lower bounce) who are actually seeing and clicking the ad (higher CTR).
• If Display Wins: Your particular placements or audience respond well to direct ads, or perhaps the RPM is significantly higher. Scale up the Display side.
• If it’s Close: Keep the budget split 50/50 and focus on small tests to improve the weaker metric in each format.

This tool transforms a hunch into a data-driven decision. Use it to optimize your ad spend for maximum daily profit.