Calculate earned media value from impressions, CPM, and engagement or conversion rate, or solve any missing variable in one formula.
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Earned Media Value Formula
The earned media value calculator uses impressions, CPM, and engagement or conversion rate to estimate the value of earned exposure. CPM means cost per 1,000 impressions, so impressions are divided by 1,000 in the formula.
- EMV = earned media value
- I = impressions or users reached
- CPM = cost per 1,000 impressions for the vertical or channel
- R = engagement or conversion rate as a percentage
If you leave earned media value blank, the calculator uses the main formula above. If you enter earned media value and leave one of the other fields blank, it rearranges the same formula to solve for the missing value.
- Calculate EMV: enter impressions, CPM, and rate to estimate earned media value.
- Calculate impressions: enter EMV, CPM, and rate to find the reach needed to produce that value.
- Calculate CPM: enter EMV, impressions, and rate to find the implied CPM.
- Calculate rate: enter EMV, impressions, and CPM to find the implied engagement or conversion rate.
Typical CPM and Rate Inputs
Use CPM and rate values that match your campaign, platform, audience, and industry. The ranges below are general reference points for checking whether your inputs are reasonable.
| Channel or placement type | Common CPM range | Notes |
|---|---|---|
| Display advertising | $2 to $10 | Often used as a conservative benchmark for broad reach. |
| Social media advertising | $5 to $20 | Varies by targeting, platform, and audience competition. |
| Video advertising | $10 to $40 | Usually higher because video inventory is more expensive. |
| Niche B2B media | $25 to $100+ | Higher CPMs are common when the audience is specialized. |
| Rate input | What it can represent | Example |
|---|---|---|
| Engagement rate | Percent of reached users who liked, clicked, shared, commented, or otherwise engaged. | 3 means 3% engagement. |
| Click-through rate | Percent of impressions that produced clicks. | 1.5 means 1.5% CTR. |
| Conversion rate | Percent of users who completed a desired action. | 0.8 means 0.8% conversion. |
Example Calculations
Example 1: Calculate earned media value
You have 500,000 impressions, a $12 CPM, and a 4% engagement rate.
The earned media value is $240.
Example 2: Calculate the required impressions
You want an earned media value of $1,000, using a $20 CPM and a 5% engagement or conversion rate.
You would need 1,000,000 impressions.
FAQ
What is earned media value?
Earned media value is an estimate of what unpaid exposure would have cost if you had purchased equivalent paid media. It is commonly used for PR, influencer campaigns, social mentions, organic reach, and other placements that generate visibility without direct media buying.
Should I use impressions or reach?
Use impressions if you want to value total exposure, including repeat views by the same person. Use reach if you want to value unique users reached. Do not mix the two in the same comparison unless you clearly label the difference.
Why does the calculator use a rate in the formula?
The rate adjusts the media value based on the share of the audience that engaged, clicked, converted, or took another measurable action. A campaign with the same impressions and CPM will produce a lower calculated value if the rate is lower.
