CPM, CPC, CTR & Ad Spend Calculator
Fill in any 2 or 3 metrics — missing values calculate bidirectionally in real-time.
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CPM (Cost per Mille) calculates the cost per 1,000 ad impressions across all currencies (USD, EUR, GBP): CPM = (Spend / Impressions) * 1,000. Alternatively, expected budget calculates as Spend = (Impressions / 1,000) * CPM, and required reach as Impressions = (Spend / CPM) * 1,000.
How to use the CPM calculator
This calculator works in both directions. Enter two of the three core values (spend, impressions, CPM) and the third is filled in automatically. Add your clicks to also see CTR, CPC and effective CPM (eCPM). You can switch currency without changing the numbers, so it works for any market.
The formulas
CPM = spend / impressions x 1,000. CTR = clicks / impressions x 100. CPC = spend / clicks. Example: you spend 500 and get 75,000 impressions, so CPM is 6.67. If those impressions produce 950 clicks, CTR is 1.27% and CPC is 0.53.
Reading the results
CPM tells you what reach costs, CTR tells you whether the creative and targeting get attention, and CPC links the two. A low CPM with a very low CTR often means cheap but irrelevant inventory. A high CPM with a strong CTR can still be efficient. Always judge these numbers against your conversion rate and margin, not in isolation, and compare campaigns of the same format and country, because benchmarks vary widely by platform, industry and season.
Frequently asked questions
What is a good CPM? There is no universal figure. It depends on audience, placement and competition, so use your own past campaigns as the baseline. Is CPM the same as eCPM? eCPM is the revenue or cost per 1,000 impressions calculated from actual results, which is useful when you buy on clicks or conversions. Why do my numbers differ from my ad platform? Platforms may count impressions and clicks differently or exclude invalid traffic.