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Free tool

Work out your CPM in seconds

Enter any two of spend, impressions and CPM and get the third. Add clicks and you also get click-through rate and cost per click, with the arithmetic on screen.

Your numbers stay in this browser. Nothing is uploaded, stored or sent to analytics.

Why this one

What this tool gets right

Solve for any of the three

CPM from spend and impressions, spend from a quoted CPM, or how many impressions a budget buys. One formula, rearranged three ways.

CTR and CPC in the same place

Add clicks and the calculator adds click-through rate and cost per click, so you can see whether a cheap CPM is buying attention or just impressions.

The arithmetic is shown

Every result can show the exact sum that produced it. Paste it into a report and anyone can check it.

Six currencies, no signup

USD, EUR, GBP, CAD, AUD and INR. It runs in your browser, so there is nothing to sign up for and nothing is stored.

How it works

Three steps, about thirty seconds

01

Pick what you want to find

CPM, spend or impressions. The field for that number disappears, because the calculator fills it in.

02

Enter the other two

Take both numbers from the same campaign and date range. Mixing a monthly spend with a weekly impression count is the most common way to get a nonsense CPM.

03

Copy the summary

Copy the result with its arithmetic for a report, a brief or a client email.

CPM measures the price of attention, not its quality

CPM tells you what the platform charged to put your ad on screen 1,000 times. It says nothing about whether anyone watched, clicked or bought. That is why a campaign can have a falling CPM and a rising cost per purchase at the same time: the auction found cheaper impressions, and the cheaper impressions were worth less. Read CPM next to click-through rate. If CPM is steady and CTR drops, the creative is tiring. If CPM rises and CTR holds, you are probably competing for a more expensive audience or a busier season.

Why the creative moves your CPM

On most auction-based platforms the price of an impression is not only a bid. The platform also estimates how likely people are to engage with the ad, and ads it expects to perform can win impressions more cheaply. Fresh, relevant creative is one of the few levers on CPM you fully control. That is also why creative fatigue shows up in your costs before it shows up in your gut. When the same few ads have run for weeks, new variations are usually a cheaper fix than a bigger budget.

What this calculator cannot tell you

  • It does not know whether your CPM is high or low for your market. It only does the arithmetic.
  • It does not connect to Meta, Google, TikTok or any ad account, so it only knows what you type.
  • It cannot tell you whether the revenue your ad platform reports was actually caused by the ads.
  • It does not include industry benchmarks, because a benchmark from someone else's margins says nothing about yours.
  • It is not tax, accounting or financial advice.

Questions, answered

CPM = ad spend / impressions x 1,000. It is the price of 1,000 impressions. Rearranged, spend = CPM x impressions / 1,000, and impressions = spend / CPM x 1,000.
Cost per mille, from the Latin for thousand. It is how most social and display platforms price reach, which is why it is the number to compare when you are buying awareness.
There is no single answer. CPM moves with the platform, the audience, the country, the season and the creative, and a low CPM that nobody clicks is worth less than a higher one that sells. Compare your own campaigns against each other rather than against a published average.
CPM is what you pay for 1,000 people to be shown the ad. CPC is what you pay each time someone clicks it. Divide CPM by 1,000 and by your click-through rate and you get CPC, which is why weak creative raises CPC even when CPM stays flat.
They use the same formula. CPM usually means the price you pay as an advertiser; eCPM usually means what a publisher earns per 1,000 impressions across all its ads. The arithmetic here works for either.
Yes, with no account and no limit. It runs entirely in your browser, so there is nothing to meter.
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