CPM / eCPM Calculator
Enter any two values and the third is calculated instantly. Also computes eCPM, fill rate, viewable CPM and more.
CPM Formulas
| Format | Typical CPM Range | Typical Fill Rate | Typical Viewability |
|---|---|---|---|
| 📺 CTV / OTT | $15 – $30 | 70–85% | 90–98% |
| 🎥 Video Pre-Roll | $10 – $20 | 60–80% | 55–70% |
| 🖥️ Display Banner | $2 – $8 | 50–75% | 40–60% |
| 📱 Mobile Display | $1 – $5 | 55–75% | 45–65% |
| 🔊 Audio | $8 – $18 | 65–80% | N/A |
| 📰 Native | $5 – $15 | 60–80% | 60–75% |
| 🔍 PMP / Private Deal | $8 – $25 | 40–70% | 60–80% |
The price paid for every 1,000 ad impressions served. CPM is the standard buying unit in display, video, CTV and programmatic advertising. A $10 CPM means you pay $10 for every 1,000 times your ad appears.
The actual revenue earned per 1,000 bid requests sent — not just won impressions. eCPM is always lower than CPM because it accounts for all the auctions you entered but did not win. It is the true measure of monetisation efficiency.
The cost per 1,000 impressions that were actually seen by a user. An impression is "viewable" when at least 50% of the ad is visible on screen for 1+ second (display) or 2+ seconds (video) per IAB standards. vCPM is higher than CPM because fewer impressions qualify.
The percentage of ad requests that result in a paid impression being served. A fill rate of 80% means 8 out of every 10 ad opportunities were monetised. Low fill rate typically means the floor price is too high, targeting is too narrow, or there is insufficient buyer demand.
The percentage of auctions a buyer wins out of the total bids they submitted. Different from fill rate — win rate is measured from the buyer (DSP) side. A win rate of 30% means the buyer won 3 out of every 10 auctions they bid in. Low win rate often means the bid price is too low or deal priority is incorrect.
The minimum CPM a publisher will accept for an impression. Any bid below the floor price is automatically rejected at auction. Setting floors too high reduces fill rate and revenue. Setting them too low leaves money on the table. Dynamic floor pricing adjusts automatically based on audience value and demand signals.
The percentage of impressions that result in a click. CTR measures how engaging or relevant an ad is to its audience. Industry average CTR for display is 0.05–0.1%. Video and native typically see higher CTR. A higher CTR generally means better creative or stronger audience targeting.
The amount paid every time a user clicks on an ad. CPC is common in search advertising (Google Ads) and performance campaigns. It is calculated by dividing total spend by total clicks. Lower CPC with the same conversion rate means better ROI on your ad spend.
The total cost to acquire one customer or conversion. A "conversion" could be a purchase, sign-up, app install or any other desired action. CPA is the most important metric for performance campaigns — if CPA is below your target, the campaign is profitable. Also called Cost Per Action or Cost Per Conversion.
How much revenue you earn for every $1 spent on advertising. A ROAS of 4× means you earned $4 in revenue for every $1 spent. ROAS above 1× means you are covering your ad cost. Most eCommerce businesses target a ROAS of 3–5×. Different from ROI — ROAS does not account for product cost or other expenses.
The cost to generate one qualified lead — a user who has expressed interest (filled a form, requested a demo, etc.) but not necessarily converted into a paying customer. CPL is commonly used in B2B advertising and lead generation campaigns where the sales cycle is longer.
The percentage of clicks (or sessions) that result in a desired action such as a purchase, sign-up or download. CVR directly impacts your CPA — a higher conversion rate means a lower CPA for the same spend. Improving CVR through better landing pages is often more cost-effective than increasing ad budget.