CPM Calculator
Compute CPM (Cost per Mille), impressions from budget+CPM, or total budget. Fundamental for paid media. Everything in your browser.
CPM: Cost Per Mille (per thousand impressions)
CPM (Cost Per Mille) tells you what it costs to buy 1,000 ad impressions: CPM = (total cost / impressions) · 1000. That "M" is the Latin mille, meaning thousand. It has nothing to do with "million", which trips a lot of people up. Say you spend R$ 500 and deliver 100,000 impressions. That works out to a CPM = R$ 5.00. Because the figure is normalised to a thousand views, you can line up campaigns that ran at wildly different volumes and still compare them fairly. The contrast with CPV (Cost Per View, billed per video view) and CPC (Cost Per Click, billed per click) is the key one: CPM bills for exposure alone, with no interaction required from the viewer.
Applications and benchmarks
When a campaign cares more about reach than about direct response, CPM is usually how it's priced. That's the world of branding and awareness. Rough Brazilian ranges (2024-2026, and they shift with niche and audience): Meta/Facebook runs R$ 5-15 for B2C and climbs to R$ 30-60 for B2B, Google Display sits at R$ 5-20, YouTube at R$ 10-40, LinkedIn at R$ 30-100. The same number also feeds channel comparisons, paid media tuning, and digital out-of-home (DOOH) buys.
FAQ
CPM vs CPC vs CPA, which to use? Reach for CPM when you want awareness, CPC when you want traffic, and CPA when you want conversions. Match the model to whatever the campaign is actually trying to do.
Is a lower CPM always better? Not really. A rock-bottom CPM often signals weak inventory or a low-quality audience, so read it alongside CTR and conversion rate before celebrating.
What is eCPM? Effective CPM. When a campaign is bought on CPC or CPA, eCPM takes the real spend and translates it back into a CPM equivalent so you can compare it against CPM buys.
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Calculate your campaign's CPM
Cost per thousand impressions, the CPM, is one of the most basic paid-media metrics. It lets you compare what it costs to show up across channels and campaigns. The math runs both ways here: you start from spend and impressions, or from any combination of the three values.
You can find the CPM of a campaign already live, estimate how many impressions a given budget buys at a set CPM, or work out the budget a target reach demands. It handles display, social media and any media sold by impression.
The calculation happens in your browser and the numbers aren't stored anywhere. Move the values around, test scenarios and size the budget before launching the campaign.