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CPM vs CPC Calculator

Enter impressions, CPM, CPC, and CTR to compare both ad pricing models.

How to use

  1. Enter your values in the fields above.
  2. Press Calculate to see your result instantly.
  3. Use the Share button to copy a link to your result.

About this calculator

CPM (cost per mille) charges an advertiser a fixed price per 1,000 impressions regardless of clicks, while CPC (cost per click) charges only when someone actually clicks the ad. The two can be compared directly by converting one into the other using the click-through rate (CTR): effective CPM = CPC × CTR × 1,000, and conversely effective CPC = CPM ÷ (CTR × 1,000).

Digital marketers and media buyers run this comparison to decide which pricing model gives a better cost per outcome for a specific campaign and CTR, since a high-CTR campaign often favors CPM pricing while a low-CTR one usually comes out cheaper under CPC — and publishers use the same math from the other side, deciding which pricing model to offer advertisers for a given ad slot.

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