CPM calculator
Calculate CPM, the cost per thousand impressions (cost per mille), for any ad, placement or creator post. Enter two of the three numbers (cost, impressions, CPM) and get the third. It also works as an impression calculator and shows the cost per impression.
- CPM, total cost or impressions: solve for any of the three
- Shows the formula with your own numbers
- Works for ads, newsletters, podcasts and influencer posts
Enter the total cost and the number of impressions to see the CPM.
CPM tells you what reach costs, not whether the audience is real or right for you. Compare placements on CPM, then check who is actually watching.
CPM formula: how to calculate CPM
CPM is the price of one thousand impressions. The CPM equation, rearranged, also gives the total cost, the number of impressions and the cost per impression.
How to calculate CPM
CPM = total cost ÷ impressions × 1,000
Divide what you paid by the impressions you got, then multiply by 1,000.
How to calculate total cost
Total cost = CPM × impressions ÷ 1,000
Use it to price a campaign when a publisher or creator quotes a CPM.
How to calculate impressions from CPM
Impressions = budget ÷ CPM × 1,000
Use it to see how much reach a fixed budget buys at a given CPM.
Cost per impression formula
Cost per impression = total cost ÷ impressions
It is the CPM divided by 1,000. A $2.50 CPM is $0.0025 per impression.
CPM calculation example
You pay $500 for a placement that delivers 200,000 impressions. CPM = 500 ÷ 200,000 × 1,000 = $2.50. At the same $2.50 CPM, a $1,200 budget buys 1,200 ÷ 2.50 × 1,000 = 480,000 impressions.
In Excel or Google Sheets: with the cost in A2 and the impressions in B2, the CPM formula is =A2/B2*1000.
What does CPM mean?
CPM stands for cost per mille. Mille is Latin for thousand, so CPM is the cost of 1,000 ad impressions. You will also see it written as cost per thousand.
An impression is counted every time an ad is shown, whether or not anyone clicks. That makes CPM the standard way to price and compare reach: display banners, video ads, newsletters, podcasts and sponsored posts can all be put on the same scale.
CPM next to other pricing models
CPM vs CPC
CPC is cost per click. You pay only when someone clicks, so it suits traffic and sales campaigns. CPM suits awareness, where being seen is the goal.
CPM vs eCPM
eCPM is effective CPM: spend or earnings divided by impressions, times 1,000, even when the campaign was bought per click or per action. The formula is the same, so this tool is also an eCPM calculator.
CPM vs CPA
CPA is cost per action: a signup, an install, a purchase. It measures the result, while CPM measures the price of the reach behind it.
CPM vs RPM
CPM is what the advertiser pays per 1,000 impressions. RPM is what a creator or publisher earns per 1,000 views after the platform takes its share.
What is a good CPM?
There is no single good CPM. It depends on the channel, the country, the audience and the season. The ranges below come from published benchmarks for 2024 to 2026, with the source named in each row.
Paid advertising
| Channel | Typical CPM | Based on |
|---|---|---|
| YouTube ads | $3–$7 | Mega Digital client campaigns: $3.53 on average, $2.90 to $7.10 by industry |
| TikTok ads | $3–$9 | Gupta Media tracker for reach campaigns, Lebesgue e-commerce average of $4.80, about $9 for conversion campaigns |
| Facebook and Instagram ads | $6–$14 | WebFX: $7.47 on Facebook, $7.68 in Instagram Feed, $6.25 in Stories. Other trackers report averages near $14 |
| Connected TV | $25–$35 | Adwave working range, Q2 2026. The wider market runs from $15 to $45 |
| Podcast host-read ads | $24–$40 | Published rates: Libsyn Ads $24 to $26, Acast $25 to $40 |
| LinkedIn ads | $39–$63 | ZenABM, 211 B2B advertisers: median by format $39 to $59, about $63 in the US |
Creators and sponsorships
| Channel | Typical CPM | Based on |
|---|---|---|
| TikTok creator videos | up to $20 | Modash: the ceiling brands aim for when they negotiate |
| Instagram Reels and Stories | €10–€50 | Modash, German-speaking markets: Stories €25 to €45, Reels €10 to €50 |
| YouTube integrations | $10–$60 | Modash, US: $10 to $30 for 100K to 500K subscribers, $30 to $60 and up above 1M |
| Newsletter sponsorships | $18–$92 | Paved: median $32, priced per 1,000 subscribers rather than per impression |
Benchmarks from third-party reports, checked in November 2026. Each source measures its own mix of campaigns, so the ranges are a reference point, not a quote. Real CPMs vary by country, niche, format and time of year.
CPM for influencer marketing
To compare creators, divide the fee by the views the post is likely to get, then multiply by 1,000. Use the average views of recent posts, not the follower count: a creator with 500,000 followers and 20,000 views per video is priced on the 20,000. A low CPM is only a bargain if those views are real, so check the audience before you agree on a price.
CPM calculator FAQ
What does CPM stand for?
CPM stands for cost per mille, which means cost per thousand impressions. It is the amount an advertiser pays for an ad to be shown 1,000 times.
How is CPM calculated?
CPM is calculated by dividing the total cost by the number of impressions and multiplying by 1,000. For example, $500 for 200,000 impressions is 500 ÷ 200,000 × 1,000 = $2.50 CPM.
How do I calculate impressions from CPM and budget?
Divide the budget by the CPM and multiply by 1,000. A $1,000 budget at a $5 CPM buys 1,000 ÷ 5 × 1,000 = 200,000 impressions. Switch the calculator to Impressions to use it as an impression calculator.
What is cost per impression?
Cost per impression is the price of a single ad view: total cost divided by impressions, or CPM divided by 1,000. A $2.50 CPM means each impression costs $0.0025.
What is a CPM rate?
A CPM rate is the price a publisher or creator charges per 1,000 impressions. At a $10 CPM rate, 200,000 impressions cost 10 × 200,000 ÷ 1,000 = $2,000.
What is a good CPM?
It depends on the channel and the audience. Published benchmarks put YouTube and TikTok ads at a few dollars per thousand, Facebook and Instagram ads higher, and LinkedIn or creator integrations higher still. A good CPM is one that is lower than your alternatives for the same audience.
What is the difference between CPM and CPC?
With CPM you pay for impressions, with CPC you pay for clicks. To compare them, turn a CPC campaign into CPM: divide its total cost by its impressions and multiply by 1,000.
What is the difference between CPM and RPM on YouTube?
CPM is what advertisers pay per 1,000 ad impressions. RPM is what the creator earns per 1,000 video views after YouTube's share, counted across all views, including those with no ads. RPM is always lower than CPM.
How do I calculate CPM for an influencer post?
Divide the creator's fee by the views of the post and multiply by 1,000. Before the post goes live, use the average views of the creator's recent posts as the estimate.