CPM (“mille” is Latin for thousand) is the standard price for display, video and social ads. Typical CPMs range from about $2 on display networks to $10–30 on premium video and LinkedIn.
How to use the CPM Calculator – Cost per Mille
- Campaign A – total cost
- Campaign A – impressions
- Campaign B – total cost
- Campaign B – impressions
- Every result field is editable: type into Campaign A – CPM and Campaign A – impressions plus every other field update to match.
Results update as you type, and every field accepts the units shown in its menu.
How it works
Enter the total cost and impressions of campaign A (type into the CPM to work backwards), and optionally campaign B.
Tips
- Use figures for the same period (a month, a quarter or a year) for every input so ratios compare like with like.
- Track the metric over time – the trend usually tells you more than a single value.
- Compare your result with industry benchmarks, which vary a lot between sectors.
- Treat the result as a starting point for a decision, then check the assumptions behind each input.
Common mistakes to avoid
- Mixing monthly and yearly numbers in the same calculation.
- Using revenue where the formula needs profit (or the other way round).
- Forgetting hidden costs such as taxes, fees, overheads or your own time.
Inputs explained
| Field | What to enter |
|---|---|
| Campaign A – total cost | Amount in your currency |
| Campaign A – impressions | A number |
| Campaign B – total cost | Amount in your currency |
| Campaign B – impressions | A number |
What each result means
- Campaign A – CPM = [Campaign A – total cost]÷[Campaign A – impressions]×1000
- Campaign B – CPM = [Campaign B – total cost]÷[Campaign B – impressions]×1000
Example values
How the main result changes when Campaign A – impressions changes and everything else stays at the example values above:
| Campaign A – impressions | Campaign A – CPM |
|---|---|
| 200,000 | 12.5 |
| 300,000 | 8.33 |
| 400,000 | 6.25 |
| 500,000 | 5 |
| 600,000 | 4.17 |
| 800,000 | 3.13 |
Formula
CPM = total cost ÷ impressions × 1,000Impressions = cost ÷ CPM × 1,000Cost = CPM × impressions ÷ 1,000Worked example
Inputs — Campaign A – total cost: $2,500; Campaign A – impressions: 400,000; Campaign B – total cost: $1,800; Campaign B – impressions: 250,000.
Results — Campaign A – CPM = $6.25; Campaign B – CPM = $7.20; Cheaper per thousand impressions = Campaign A.
Frequently asked questions
What does CPM mean?
Cost per mille – the price of 1,000 ad impressions.
How do I calculate CPM?
Divide the total cost by impressions and multiply by 1,000.
What is a good CPM?
It depends on the platform; $2–10 is common, premium audiences cost more.
What formula does the CPM Calculator – Cost per Mille use?
CPM = total cost ÷ impressions × 1,000.