Cost Per Mille (Thousand Impressions) (CPM)
The cost to show your ad 1,000 times.
Definition
Cost Per Mille (CPM) measures the cost of 1,000 ad impressions. It's the primary pricing model for display and video advertising, and Meta Ads bills on a CPM basis even for click-optimized campaigns. CPM is useful for comparing reach efficiency across campaigns.
CPM = (Total Cost / Impressions) × 1,000
Industry Benchmarks
Facebook/Instagram CPM: $5-15. Google Display: $2-5. YouTube: $10-30.
Facebook/Instagram CPM: $5-15. Google Display: $2-5. YouTube: $10-30.
Practical Tips
- Lower CPM means cheaper reach, not necessarily better results
- CPM increases during competitive periods (Q4, holidays)
- High-quality audiences have higher CPMs but may convert better
- Use CPM bidding for awareness campaigns
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