How To
How to calculate CPM
CPM (Cost Per Mille) is the price paid per 1,000 ad impressions. It is the universal buying unit in display, video, and programmatic advertising.
The three CPM formulas
Find CPM
CPM = (Budget ÷ Impressions) × 1,000
Find Budget
Budget = CPM × Impressions ÷ 1,000
Find Impressions
Impressions = Budget ÷ CPM × 1,000
Example
You have a $5,000 budget and are buying at a $10 CPM. How many impressions will you deliver?
| Variable | Value |
|---|---|
| Budget | $5,000 |
| CPM | $10.00 |
| Calculation | $5,000 ÷ $10 × 1,000 |
| Impressions | 500,000 |
Typical CPM ranges by channel
These are broad benchmarks. Actual CPMs vary by audience, targeting, seasonality, and platform.
| Channel | Typical CPM range |
|---|---|
| Display (open exchange) | $0.50 – $3 |
| Display (private marketplace) | $3 – $12 |
| Social (Facebook / Meta) | $5 – $15 |
| Online video (pre-roll) | $10 – $30 |
| Connected TV (CTV) | $20 – $60 |
CPM vs eCPM
CPM is what you pay (or charge) per thousand impressions — the agreed rate. eCPM (effective CPM) is the actual revenue earned per thousand impressions across all monetisation methods, regardless of the buying model. A publisher might sell some inventory at a flat CPM, some on a CPC basis, and some programmatically — eCPM normalises these to compare performance.
Try the CPM calculator
Find CPM, budget or impressions instantly. Switch between all three modes.