Calculate cost per reach (CPR) from campaign cost and unique reach, estimate reach from impressions and frequency, plan ad budget, or compare two channels.
Related Calculators
Cost Per Reach Formula
The calculator has four modes: direct cost per reach, impressions-based reach estimate, budget scenario, and channel comparison.
Cost per reach mode:
From impressions mode:
Plan budget mode:
- CPR: cost per reach, the amount paid to reach one unique person or household
- Cost: total campaign spend in USD
- Reach: number of unique people or households exposed at least once
- Impressions: total ad views, including repeats to the same person
- Frequency: average number of times each person saw the ad
- Budget: spend required to hit a target reach at a target CPR
The first mode uses reported unique reach. The second estimates reach from impressions and average frequency for the same population and period. The budget mode is a linear scenario, not guaranteed ad delivery. Channel comparison uses reach A + reach B − entered overlap; blank overlap assumes none and is not measured deduplication.
Illustrative CPM and CPR Scenarios
The figures below are illustrative CPM-to-CPR scenarios, not verified current market benchmarks or automatic efficiency ratings. For frequency 2 to 4, CPR = CPM × frequency / 1,000. Actual campaign values depend on audience, geography, creative and bidding.
| Channel | Example CPM | Calculated CPR at frequency 2 to 4 |
|---|---|---|
| Meta (Facebook/Instagram) | $7 to $15 | $0.014 to $0.060 |
| YouTube | $5 to $12 | $0.010 to $0.048 |
| TikTok | $6 to $10 | $0.012 to $0.040 |
| Display / Programmatic | $1 to $4 | $0.002 to $0.016 |
| Connected TV | $20 to $40 | $0.040 to $0.160 |
| Linear TV (national) | $10 to $30 | $0.020 to $0.120 |
| CPR Result | Reading |
|---|---|
| Under $0.01 | Numerical range only; assess the actual audience and outcomes. |
| $0.01 to $0.10 | Numerical range only; no universal normal level is established. |
| Over $0.10 | Numerical range only; cost by itself does not establish suitability. |
Examples
Example 1. You spend $2,000 and reach 400,000 unique people. CPR = 2000 / 400000 = $0.005 per person, or $5.00 per 1,000 reached.
Example 2. Your platform reports 1,200,000 impressions at an average frequency of 3. Estimated reach = 1,200,000 / 3 = 400,000. If the spend was $2,000, CPR = $0.005 per person.
FAQ
Is CPR the same as CPM? No. CPM is cost per 1,000 impressions, which counts repeat views. CPR is cost per unique person reached. CPR equals CPM divided by 1,000, then multiplied by frequency.
What is a good cost per reach? There is no universal good CPR. Compare the same audience definition, period, cost scope and outcomes. The calculator applies no efficient/normal/high bands and does not determine profitability.
Why does the impressions mode give an estimate? Dividing impressions by frequency gives the implied unique reach. If your reported frequency is rounded or modeled, the resulting CPR is approximate.
Should I optimize for the lowest CPR? Not always. A low CPR with poor audience match wastes spend. Pair CPR with conversion rate, view-through rate, or brand lift to judge real efficiency.
