Cost per mille (CPM) is the cost of 1,000 ad impressions.
Definition
Cost per mille (CPM) is the cost of 1,000 ad impressions. 'Mille' is Latin for thousand. It's a standard metric for measuring and comparing ad pricing across platforms and campaigns.
CPM = (Total Ad Spend / Total Impressions) x 1,000
If you spend $300 and get 50,000 impressions, your CPM is $6.00.
$5-$15
Average
$15-$35
Average
TikTok
$2-$8
Average
YouTube
$6-$20
Average
CPM helps you understand how much it costs to get your message in front of people. It's especially important for brand awareness campaigns where the goal is maximum exposure rather than clicks. Comparing CPM across platforms helps you allocate your awareness budget efficiently.
A brand compares CPMs across platforms for a product launch awareness campaign: Instagram Stories at $5 CPM, Facebook Feed at $8 CPM, LinkedIn at $25 CPM, and TikTok at $3 CPM. They shift more budget to TikTok and Instagram Stories for maximum reach per dollar.
Key Takeaway: Low CPM does not always equal good ROI — reaching the wrong audience cheaply is still a waste of budget.
Average CPMs: $5-$15 on Facebook/Instagram, $15-$35 on LinkedIn, $2-$8 on TikTok, $6-$20 on YouTube.
CPMs fluctuate with competition — expect higher costs during Q4, Black Friday, and election seasons.
Low CPM doesn't always mean good results. A $3 CPM reaching the wrong audience wastes money just as fast.
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Category
15 terms in this category
Cost Per Click (CPC)
Cost per click is the average amount you pay each time someone clicks on your social media ad.
Impressions
Impressions represent the total number of times your content is displayed on screens, including multiple views by the same user.
Return on Ad Spend (ROAS)
Return on ad spend measures the revenue generated for every dollar spent on advertising.
Paid Reach
Paid reach is the number of unique users who see your content through paid advertising — boosted posts, sponsored ads, or promoted content.
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