Calculate cost per impression, total cost, or total impressions by entering any two values for ad campaigns and marketing budgets.
Related Calculators
Cost Per Impression Formula
This calculator treats cost per impression as the cost per 1,000 impressions. This is commonly called CPM. Enter any two values and leave the third blank to calculate the missing value.
CPM = (TC / I) * 1000
TC = (CPM / 1000) * I
I = TC / (CPM / 1000)
- CPM = cost per 1,000 impressions, entered as dollars per 1,000 impressions
- TC = total cost of the campaign or ad buy
- I = total number of impressions
If you leave Cost Per Impression blank, the calculator divides total cost by impressions and multiplies by 1,000. If you leave Total Cost blank, it multiplies the CPM rate by the number of impressions, then divides by 1,000. If you leave Total Number of Impressions blank, it divides total cost by the cost per impression rate after converting that rate from a per-1,000 value.
Common CPM Ranges by Channel
Actual rates vary by audience, placement, targeting, season, and ad quality. These ranges are only general reference points for checking whether a result seems reasonable.
| Ad channel | Typical CPM range | Notes |
|---|---|---|
| Display ads | $1 to $5 | Often lower cost, but performance depends heavily on placement and targeting. |
| Social media ads | $3 to $12 | Can increase with narrow audiences or competitive industries. |
| Video ads | $5 to $25 | Usually higher because the format is more engaging and inventory may be more limited. |
| Premium publisher ads | $10 to $50+ | Higher rates are common for valuable audiences or direct placements. |
How CPM Changes Total Cost
| Impressions | CPM | Total cost |
|---|---|---|
| 10,000 | $5 | $50 |
| 50,000 | $8 | $400 |
| 100,000 | $12 | $1,200 |
Example Calculations
Example 1: Calculate cost per impression
You spent $750 and received 150,000 impressions.
CPM = (750 / 150000) * 1000 = 5
The cost per 1,000 impressions is $5.00.
Example 2: Calculate total cost
You plan to buy 80,000 impressions at a CPM of $6.50.
TC = (6.50 / 1000) * 80000 = 520
The total cost is $520.00.
FAQs
Is cost per impression the same as CPM?
In this calculator, yes. The field is labeled as dollars per 1,000 impressions, which is CPM. A true single-impression cost would be the total cost divided by total impressions without multiplying by 1,000.
What counts as an impression?
An impression is counted when an ad is served or displayed to a user. It does not mean the user clicked the ad, bought something, or watched the full ad. Impression definitions can vary slightly by platform, especially for video and viewability-based reporting.
Why is my CPM high?
A high CPM can come from narrow targeting, expensive ad placements, competitive audiences, premium inventory, or a small campaign size. It may still be acceptable if the audience quality and conversion results justify the cost.
