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Unitly

CPM Calculator

CPM is the price of attention: what you pay per thousand impressions. It's the base rate of display-style advertising and a useful diagnostic when CTR or CPC drift.

Inputs

Results

CPM

$2.50

Cost per impression
$0.00
Impressions per $100
40,000

Formula

CPM = (Spend ÷ Impressions) × 1,000

FAQ

Why did my CPM go up?

Common causes: tighter targeting, more competition (seasonality), smaller audiences, or platform auction changes. Diagnose alongside CTR — a CPM rise with a CTR rise can still be a win.

Is lower CPM always better?

No. Cheap impressions to the wrong audience lose to expensive impressions to the right one. Judge CPM together with downstream CPA/ROAS.