CPM Calculator
Enter any two of total cost, impressions and CPM to get the third. Add clicks and conversions for CTR, CPC and CPA, or switch to the publisher tab to estimate ad revenue from page views.
What different CPMs mean for this campaign
| CPM | Impressions for your budget | Cost of your impressions |
|---|
Fill rate is the share of ad requests that actually show a paid ad. Typical display eCPMs range from under $1 to $10+, depending on niche, country and ad format.
How to use the CPM Calculator
- Choose what to solve for: CPM, total cost or impressions.
- Enter the other two values. Large numbers can be typed as 1,500,000, 1.5M or 1500k.
- Optionally add clicks and conversions to get CTR, CPC, conversion rate and CPA.
- Check the formulas and the what-if table to compare CPM levels.
- Publishers: open the ad revenue tab and enter page views, ads per page, fill rate and eCPM to estimate earnings.
CPM formulas
| Metric | Formula | Example |
|---|---|---|
| CPM | cost ÷ impressions × 1,000 | $500 ÷ 100,000 × 1,000 = $5.00 |
| Total cost | CPM × impressions ÷ 1,000 | $5 × 250,000 ÷ 1,000 = $1,250 |
| Impressions | cost ÷ CPM × 1,000 | $1,000 ÷ $4 × 1,000 = 250,000 |
| CTR | clicks ÷ impressions | 250 ÷ 100,000 = 0.25% |
| CPC | cost ÷ clicks | $500 ÷ 250 = $2.00 |
| Conversion rate | conversions ÷ clicks | 10 ÷ 250 = 4% |
| CPA | cost ÷ conversions | $500 ÷ 10 = $50 |
Estimating ad revenue as a publisher
Publishers earn per ad impression that actually gets filled. The estimate is:
revenue = page views × ads per page × fill rate × eCPM ÷ 1,000
Example: a blog with 10,000 page views a day, 3 ad units per page, an 80% fill rate and a $2.50 eCPM serves 10,000 × 3 × 0.8 = 24,000 paid impressions a day. That earns 24,000 × 2.50 ÷ 1,000 = $60 a day, about $1,825 a month and $21,900 a year. Its page RPM is $60 ÷ 10,000 × 1,000 = $6.00.
Real earnings vary with seasonality (Q4 CPMs are often much higher than January), traffic country, device mix, ad viewability and how many visitors use ad blockers.
CPM vs CPC vs CPA: which pricing model?
- CPM (pay per impression) suits brand awareness and reach. You pay for views whether or not anyone clicks.
- CPC (pay per click) suits traffic campaigns. You only pay when someone clicks, so the platform carries the risk of a low CTR.
- CPA (pay per action) suits sales and sign-ups. You pay per conversion, usually at a higher price per event.
To compare offers priced in different ways, convert them to the same unit: effective CPM = CPC × CTR × 1,000, and effective CPC = CPM ÷ (CTR × 1,000).
Frequently asked questions
What is CPM?
CPM means cost per mille, or cost per thousand impressions. It is the price an advertiser pays for 1,000 views of an ad. If a campaign costs $500 and gets 100,000 impressions, the CPM is $5.
How do you calculate CPM?
Divide the total cost by the number of impressions and multiply by 1,000. CPM = cost ÷ impressions × 1,000. For example, $1,200 for 400,000 impressions gives 1,200 ÷ 400,000 × 1,000 = $3 CPM.
How many impressions do I get for my budget?
Divide the budget by the CPM and multiply by 1,000. With $2,000 at a $8 CPM you get 2,000 ÷ 8 × 1,000 = 250,000 impressions.
What is the difference between CPM, eCPM and RPM?
CPM is what an advertiser pays per 1,000 impressions. eCPM (effective CPM) is what a publisher actually earns per 1,000 ad impressions, whatever the pricing model. Page RPM is a publisher's revenue per 1,000 page views, which includes all ads on the page and unfilled slots.
What is a good CPM?
It depends on the platform, audience and country. Broad display and programmatic ads often cost $1 to $5 CPM, social media ads around $5 to $15, and targeted video, B2B or premium placements $15 to $40 or more. A low CPM is only good if the clicks and conversions are cheap too, so compare CPC and CPA as well.
How much do websites earn per 1,000 views?
Many content sites earn a page RPM of roughly $2 to $20 from display ads. It depends on traffic country, niche, ads per page, viewability and fill rate. 10,000 daily page views at a $6 RPM is about $60 a day or $1,825 a month.
How do I convert CPM to CPC?
CPC = CPM ÷ (CTR × 1,000). At a $5 CPM and a 0.25% click-through rate, each click costs 5 ÷ (0.0025 × 1,000) = $2.