CPM Calculator
Enter any two of ad spend, impressions and CPM and this calculator works out the third. CPM is the cost per 1,000 impressions (cost ÷ impressions × 1,000), so $500 for 250,000 impressions is a $2.00 CPM, or $0.002 per impression.
Cost per thousand impressions.
How to use CPM Calculator
- Pick what to solve for: CPM, total cost or impressions
- Enter the two numbers you know and choose your currency
- Read the result and the cost per single impression in the stat grid
- Optionally add clicks, conversions and reach to get CPC, CTR, CPA and frequency
- Use the table to see what the same budget buys at other CPMs, or what a click costs at other CTRs
- To check a second quote, click Compare another buy and enter its cost and impressions
About CPM Calculator
CPM stands for cost per mille (mille is Latin for thousand), so it is the price of 1,000 ad impressions. The calculator uses one formula and its two rearrangements. CPM = cost ÷ impressions × 1,000: $1,800 for 600,000 impressions is $1,800 ÷ 600,000 × 1,000 = $3.00. Cost = CPM × impressions ÷ 1,000: 300,000 impressions at an $8 CPM cost $8 × 300,000 ÷ 1,000 = $2,400. Impressions = cost ÷ CPM × 1,000: a $2,000 budget at a $5 CPM buys $2,000 ÷ $5 × 1,000 = 400,000 impressions. Pick what to solve for, type the other two values, and the result updates as you type. When you switch what you are solving for, the number just calculated stays in its box, so you can work forwards and backwards without retyping.
Next to the result, the calculator shows the cost of a single impression, which is CPM ÷ 1,000: an $8 CPM is $0.008 per impression. Two tables then put your figures in context. "Budget at other CPMs" shows how many impressions your budget would buy, and what your impressions would cost, at CPMs from $1 to $50 (¥100 to ¥5,000 when the currency is yen), with your own CPM highlighted. "Cost per click at other CTRs" shows what a click costs at your CPM for click-through rates from 0.25% to 5%, and adds your own CTR when you enter clicks. The CPM and CTR rows are round numbers for comparison, not benchmarks or averages for any platform.
CPM prices exposure, not response, so it is worth reading alongside the cost per click. CPC = CPM ÷ (CTR × 1,000), with CTR written as a decimal: a $5 CPM at a 1% CTR is $5 ÷ (0.01 × 1,000) = $0.50 per click. CPA, the cost per acquisition, is cost ÷ conversions. That is why a cheap CPM can still mean expensive clicks: a $2 CPM at a 0.1% CTR is a $2.00 click, while a $10 CPM at a 2% CTR is a $0.50 click. Add clicks and conversions in the optional fields and the calculator shows CPC, CTR and CPA for the same spend. Add reach and it shows frequency (impressions ÷ reach) and the cost per 1,000 people reached. To weigh two quotes side by side, use Compare another buy.
CPM has a few per-thousand relatives. eCPM (effective CPM) is the same maths, usually applied to what a publisher earns: revenue ÷ impressions × 1,000. The eCPM (Publishers) version listed under Popular versions below is written for that side. vCPM counts only viewable impressions; enter viewable impressions instead of total impressions to get it. RPM is a different measure, covered in the questions below.
Results can be shown in USD, EUR, GBP, CAD, AUD, INR, JPY or BRL. The maths is the same in every currency; only the formatting changes. The calculator is free and needs no sign-up, and it runs in your browser, so the figures you type into it are not sent anywhere.
Frequently asked questions
- How do you calculate CPM?
- Divide the total cost by the number of impressions, then multiply by 1,000: CPM = cost ÷ impressions × 1,000. For example, $240 ÷ 60,000 × 1,000 = $4.00, so a campaign that spent $240 on 60,000 impressions paid $4.00 for every 1,000 of them. Leave Solve for on CPM, enter the cost and impressions, and the calculator does the rest.
- What is the formula for calculating impressions?
- Impressions = cost ÷ CPM × 1,000. A $750 budget at a $6 CPM buys $750 ÷ 6 × 1,000 = 125,000 impressions. Set Solve for to Impressions and enter your budget and expected CPM to size a campaign before you commit spend. The CPM you end up paying can differ from the one you plan with, so treat the answer as an estimate.
- What does a $7 CPM mean?
- It means you pay $7 for every 1,000 impressions, which is $0.007 (seven-tenths of a cent) per impression. At that rate $1,000 buys about 142,857 impressions, and 1,000,000 impressions cost $7,000. If the $7 is a YouTube creator's RPM rather than an advertiser's CPM, it measures something else (see the question on CPM, eCPM and RPM).
- What is a good CPM?
- There is no universal good CPM. Judge one by what it buys rather than by its price alone: work out the cost per click it implies with CPC = CPM ÷ (CTR × 1,000), using CTR as a decimal, then the cost per acquisition from your conversions. A higher CPM that reaches people who click and buy can be the better deal. Only compare CPMs between buys with the same goal, ad format and audience.
- Is a $10 CPM good?
- It depends on how people respond to the ad. A $10 CPM is $0.01 per impression. At a 1% click-through rate that works out to $1.00 per click, but at 0.25% it is $4.00 per click. Enter your cost and impressions, open the "Cost per click at other CTRs" table, and add your clicks to see where your own campaign sits.
- What is a typical CPM rate?
- No single figure holds. CPM rates vary with the platform, ad format, country, audience and season, and published benchmarks disagree widely with each other. The most useful typical CPM is your own: take it from your ad platform's reports or your past campaigns, then plan with it here.
- What's the difference between CPM, CPC and CPA?
- They price different results. CPM is the cost per 1,000 impressions, CPC is the cost per click, and CPA is the cost per acquisition (a sale, sign-up or other conversion). CPM and CPC are linked by click-through rate: CPC = CPM ÷ (CTR × 1,000), with CTR as a decimal, so an $8 CPM at a 2% CTR is a $0.40 CPC. CPA = cost ÷ conversions. Add clicks and conversions in the optional fields and the calculator shows all three.
- What is the difference between CPM, eCPM and RPM?
- CPM is what an advertiser spends per 1,000 impressions. eCPM (effective CPM) is the same maths, usually applied to publisher revenue: earnings ÷ impressions × 1,000. RPM is revenue per 1,000 page views on a website, or per 1,000 views on YouTube, so it divides by views rather than ad impressions and is not directly comparable to CPM. On YouTube, RPM is also counted after YouTube's revenue share, so a creator's RPM is usually lower than the CPM advertisers pay.
- What is vCPM?
- vCPM is CPM counted on viewable impressions only. Under the Media Rating Council (MRC) viewability guideline, a display ad counts as viewable when at least 50% of its pixels are on screen for at least one continuous second; for video the minimum is two continuous seconds. Google Ads offers viewable CPM (vCPM) bidding for Display Network campaigns. To work out a vCPM here, enter viewable impressions instead of total impressions.
- How do I calculate CPM in Excel or Google Sheets?
- With cost in B2, impressions in C2 and CPM in D2, put the formula for the missing value in its cell: CPM is =B2/C2*1000, cost is =D2*C2/1000, and impressions is =B2/D2*1000. The same formulas work in Excel and Google Sheets. To hide the #DIV/0! error on rows that are still blank, wrap the formula in IFERROR, for example =IFERROR(B2/C2*1000,"").
- How do I price a sponsorship or creator post with CPM?
- Multiply the CPM by the expected views and divide by 1,000: price = CPM × views ÷ 1,000. A $20 CPM on a post expected to get 50,000 views is $20 × 50,000 ÷ 1,000 = $1,000. In the calculator, set Solve for to Cost and enter the CPM, with the expected views as impressions. Agree with the brand whether the unit is views or impressions, and over what period they are counted, because each choice gives a different total.
- How do I estimate a YouTube CPM?
- YouTube CPM is what advertisers pay per 1,000 ad impressions, and this calculator works it out the same way as any other channel: enter the ad spend and the impressions and it returns the CPM. A creator's RPM is a different figure (see the question on CPM, eCPM and RPM).
- Is this the same as cost per mile (CPM) in trucking?
- No. In trucking, 'CPM' usually means cost per mile — total operating cost divided by miles driven — which is a completely different calculation. This tool is built for advertising CPM (cost per mille, or per 1,000 impressions) and does not compute cost per mile.
- Is it free, and are my numbers stored?
- It is free, with no sign-up and no usage limits. The calculation runs in your browser, so the cost, impression, click, conversion and reach figures you type are not sent anywhere or saved. Refresh the page and they are gone.