CPM
(cost ÷ impressions) × 1,000
$500 ÷ 50,000 × 1,000 = $10
CPM Calculator
CPM = (total cost ÷ impressions) × 1,000. Enter any two of cost, impressions and CPM below and the calculator works out the third. Works for ads, sponsored posts and pay-per-view creator campaigns.
CPM
$10.00
Cost per 1,000 impressions or views.
What is CPM?
CPM means cost per mille, the price of 1,000 impressions. "Mille" is Latin for thousand. Ad platforms use it to price display and social ads, and marketers use it to compare the cost of reach across channels that are sold in different ways: a $500 newsletter slot, a $2,000 billboard week and a $300 creator video can all be reduced to one number.
For video, the same maths is often applied to views instead of impressions. That is how YouTube reports creator earnings and how pay-per-view creator campaigns are priced.
CPM formulas
Total cost
CPM × impressions ÷ 1,000
$10 × 200,000 ÷ 1,000 = $2,000
Impressions
cost ÷ CPM × 1,000
$1,000 ÷ $8 × 1,000 = 125,000
How many impressions does your budget buy?
| CPM | $100 budget | $1,000 budget | $10,000 budget |
|---|---|---|---|
| $2 | 50,000 | 500,000 | 5,000,000 |
| $5 | 20,000 | 200,000 | 2,000,000 |
| $10 | 10,000 | 100,000 | 1,000,000 |
| $20 | 5,000 | 50,000 | 500,000 |
| $40 | 2,500 | 25,000 | 250,000 |
CPM in influencer marketing
Creators usually quote a flat fee per post, which hides the real price of reach. Converting the fee to CPM makes creators comparable: a $400 video that gets 80,000 views costs $5 CPM, while a $150 video that gets 10,000 views costs $15 CPM. The cheaper creator is three times more expensive per view.
Before booking, estimate CPM from average views on the creator's last 10 to 15 posts, not follower count. After the post runs, recalculate from actual views. Our Instagram pricing calculator and TikTok pricing calculator estimate the fee side, and the influencer ROI calculator shows what the impressions returned.
Rates differ a lot by platform. See current benchmarks for TikTok CPM, Instagram CPM and YouTube CPM.
Pay creators by CPM instead of per post
With a pay-per-view campaign you set the CPM and a budget cap, creators and clippers post content for your brand, and you pay only for verified views. No flat fees on posts that flop.
CPM vs CPC vs CPA vs CPV
CPM: cost per 1,000 impressions
Buys reach. Best for awareness and for comparing channels.
CPC: cost per click
Buys traffic. CPC = CPM ÷ (click-through rate × 1,000).
CPA: cost per acquisition
Buys outcomes such as sales or sign-ups. Best when conversion tracking is reliable.
CPV: cost per view
The per-view price of video. CPV × 1,000 = CPM on views.
Frequently asked questions
What is the CPM formula?
CPM = (total cost ÷ impressions) × 1,000. To find cost from CPM, use cost = CPM × impressions ÷ 1,000. To find impressions, use impressions = cost ÷ CPM × 1,000.
What does CPM mean?
CPM stands for cost per mille, where mille is Latin for thousand. It is the price of 1,000 ad impressions or 1,000 video views, and it is the standard way to compare the cost of reach across channels.
How do I calculate CPM for an influencer post?
Divide the fee by the views the post received, then multiply by 1,000. A $400 sponsored video that gets 80,000 views has a CPM of $5. Use average views from recent posts, not follower count, when you estimate it before booking.
What is a good CPM?
It depends on the channel, audience and country. Compare CPMs within the same channel and audience rather than against a single benchmark, and judge the result against what the impressions produce: clicks, sign-ups or sales.
What is the difference between CPM, CPC and CPA?
CPM prices 1,000 impressions, CPC prices one click and CPA prices one conversion such as a sale or sign-up. CPM buys reach, CPC buys traffic and CPA buys outcomes. You can convert between them: CPC = CPM ÷ (CTR × 1,000).
Can I pay creators on a CPM basis?
Yes. Pay-per-view campaigns, also called clipping bounties, pay creators a fixed rate per 1,000 verified views. You set the CPM and a budget cap, so you only pay for views the content actually earns.