Enter any two of ad spend, impressions, and CPM below and the calculator solves the third — add clicks or conversions and your CPC and CPA appear alongside. Use it forwards to price a campaign you have already run, or backwards to plan one: how many impressions a budget buys at the CPM you are seeing. No sign-up, nothing stored — the math runs in your browser.
Total spent, in whatever currency you pay in.
Times the ad was served.
Cost per 1,000 impressions. Leave blank to solve it.
Link clicks, to derive cost per click.
Sales, sign-ups — whatever you count, to derive cost per result.
Solved value
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Fill any two of ad spend, impressions, and CPM.
CPC (cost per click)
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Add clicks to derive cost per click.
CPA (cost per result)
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Add conversions to derive cost per result.
Formulas: CPM = spend ÷ impressions × 1,000 · CPC = spend ÷ clicks · CPA = spend ÷ conversions. Money values stay in whatever currency you entered. Nothing you type here is sent or stored.
Guide
CPM — cost per mille, the Latin thousand — is ad spend divided by impressions, multiplied by 1,000. Spend €300 to serve 60,000 impressions and you paid 300 ÷ 60,000 × 1,000 = €5 per thousand views. It is the base unit of paid distribution: whatever objective you buy, the platform ultimately delivers impressions, and CPM is their price tag.
The same equation rearranges into the two questions media planners actually ask. Budget from a target: spend = CPM × impressions ÷ 1,000, so 200,000 impressions at a €7 CPM cost €1,400. Reach from a budget: impressions = spend ÷ CPM × 1,000, so €500 at the €8 CPM your account history shows buys roughly 62,500 impressions. This calculator solves whichever of the three you leave blank.
The three metrics price the same money at increasing depth. CPM prices being seen. CPC — spend ÷ clicks — prices an action. CPA — spend ÷ conversions — prices the outcome you actually wanted. What links them are your rates: click-through rate turns impressions into clicks, and conversion rate turns clicks into results.
Follow one chain: €240 at an €8 CPM buys 30,000 impressions. A 2% click-through rate makes that 600 clicks, so CPC is 240 ÷ 600 = €0.40. If 5% of those clicks convert, 30 conversions put CPA at €8. Now drag CTR down to 1% — creative fatigue does exactly this — and with no auction change at all, CPC doubles to €0.80 and CPA to €16. Most cost-per-result problems start upstream. And whether €8 per conversion is good depends on what a conversion is worth to you — that is the ROAS question, which has its own definition page below.
There is no universal “good CPM.” Ad prices are set by auction, so CPM moves with demand: platform, country, audience size, objective, placement, and season all shift it, and published averages range from well under a euro to tens of euros per thousand impressions. Advertisers widely report fourth-quarter climbs, when retail budgets crowd the same feeds.
Two comparisons keep the number honest. Compare like with like — a Stories placement against a Stories placement, a conversion objective against a conversion objective — because delivery differs by design. And benchmark against your own account history on the same platform and objective: rising CPM with steady click-through usually signals market pressure, while falling CPM after a creative refresh is the auction rewarding engagement. Your own trailing average beats any published table.
Divide ad spend by impressions and multiply by 1,000: €300 of spend across 60,000 impressions is a €5 CPM. The formula rearranges both ways — spend = CPM × impressions ÷ 1,000, and impressions = spend ÷ CPM × 1,000 — which is how you plan a budget from a reach target or a reach estimate from a budget.
There is no universal number — CPMs vary enormously by platform, country, audience, objective, placement, and season, and published reports range from well under a euro to tens of euros per thousand impressions. Benchmark against your own account history on the same platform and objective; that comparison is the one that means something.
They price the same spend at three depths: CPM per thousand impressions (being seen), CPC per click (taking action), and CPA per conversion (the outcome you wanted). Click-through rate links the first two and conversion rate the last two — at a fixed CPM, doubling your CTR halves your effective CPC.
Yes — impressions = spend ÷ CPM × 1,000. Leave the impressions field blank, enter your budget and the CPM your account typically pays, and the calculator solves it: €500 at an €8 CPM is roughly 62,500 impressions. Treat the result as an estimate — the auction sets the real price at delivery time.
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