Calculate CPM, total cost, or impressions instantly. Enter any two values and get the third — plus compare campaigns side by side.
Choose a variable, fill in the other two — result updates instantly.
Enter two values above to calculate the third
Enter up to 3 campaigns to compare cost efficiency side by side.
Fill in at least one campaign above to see the comparison
This free CPM calculator lets you solve for any of the three core advertising variables — CPM (cost per 1,000 impressions), total ad spend, or total impressions — by entering the other two. Results update instantly as you type, with no button to click.
All three variables follow from a single relationship:
CPM = (Total Cost ÷ Impressions) × 1,000
Total Cost = (CPM × Impressions) ÷ 1,000
Impressions = (Total Cost ÷ CPM) × 1,000
CPM is one of three dominant ad pricing models:
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CPM stands for Cost Per Mille, where "mille" is Latin for one thousand. It is the price an advertiser pays for 1,000 ad impressions — i.e. 1,000 times an ad is displayed. CPM is the most common pricing model in display advertising, programmatic media buying, and social media campaigns.
CPM = (Total Cost ÷ Impressions) × 1,000. For example, if you spend €500 to achieve 100,000 impressions, your CPM is (€500 ÷ 100,000) × 1,000 = €5.
Total Cost = (CPM × Impressions) ÷ 1,000. If your CPM is €5 and you are buying 200,000 impressions, your total cost is (€5 × 200,000) ÷ 1,000 = €1,000.
Impressions = (Total Cost ÷ CPM) × 1,000. With a €1,000 budget and a €5 CPM, you can achieve (€1,000 ÷ €5) × 1,000 = 200,000 impressions.
A "good" CPM depends heavily on the platform, audience, and industry. Display ads typically range from €0.50 to €5. Social media (Facebook, Instagram) averages €5–€15. Premium publishers or highly targeted campaigns can reach €20–€50+. Lower CPM means your budget stretches further, but reach alone does not guarantee conversions.
CPM (Cost Per Mille) charges per 1,000 impressions regardless of clicks. CPC (Cost Per Click) charges only when a user clicks your ad. CPA (Cost Per Acquisition) charges only when a user completes a desired action (purchase, sign-up). CPM is best for brand awareness; CPC and CPA are better for direct response campaigns.
Comparing CPM across campaigns helps you identify where your ad budget delivers the most reach. A campaign with a lower CPM can reach more people for the same spend. The CPM comparison table in this tool lets you enter up to 3 campaigns side by side to see which is most cost-efficient.
Not necessarily. A very low CPM can indicate poor-quality inventory or a less engaged audience. Always consider CPM alongside other metrics like CTR (click-through rate), conversion rate, and ROAS (return on ad spend) to get a complete picture of campaign efficiency.