BEHIND THE NUMBERS
How this calculation works
CPM = media spend ÷ impressions × 1,000. Media cost = CPM × impressions ÷ 1,000. Expected impressions = budget ÷ CPM × 1,000. All-in effective CPM adds the entered fees to media spend before division.
Worked example
£500 spread over 100 lots of 1,000 impressions is £5 CPM. Adding £100 fees gives £600 total and £6 all-in CPM.
Example result: £5.00
Keep gross and media costs separate
A low media CPM can coexist with a high overall campaign cost. The all-in figure makes the effect of creative, agency or other entered fees visible.
Do not mix viewable and served impressions
Both can be valid reporting measures, but comparing one with the other can distort a campaign comparison. Match the denominator to the rate you are checking.
Assumptions and rounding
- The CPM and impression counts use the same measurement basis.
- Extra fees are not deducted from the media budget.
Questions about this calculator
Can I calculate the spend required?
Choose media cost and enter the CPM and impression target.
Does a cheaper CPM mean better results?
No. It says nothing on its own about audience relevance, attention or sales.