Numbers
What the reach would cost
CPM is most useful as a translation device. It turns organic reach into a number with a currency symbol on it, which is the only form in which most people can evaluate whether the effort was worth it.
Preview
Not interactive yet
The numbers
$340 spend, 96,000 impressions
- CPM: $3.54
- Organic equivalent this month: $612 saved
- Cost per 1k at your plan: pennies
Three steps
How it will work
Divide spend by impressions
Times one thousand. The arithmetic is trivial, which is why the interesting part is what you compare it against.
Price your organic reach
Multiply your organic impressions by the CPM you would have paid. That is the number worth reporting.
Compare against production
A low CPM on creative that cost a fortune to make is not the win it looks like in the ads dashboard.
What it is for
Why this one is worth having
CPM prices your organic work
Organic reach has no invoice, so it gets valued at zero by default. Converting it at your own paid CPM is the fastest way to make the case for a content budget.
Creative moves CPM more than targeting
On short-form, a strong hook lowers effective CPM further than most audience adjustments, because the platforms reward creative that holds attention.
It ignores whether anyone acted
CPM measures delivery, not results. A cheap CPM against the wrong audience is an efficiently wasted budget.
Available now
What you can already do
The pricing page publishes the per-model credit rates, so the production side of this calculation can be worked out exactly rather than estimated.
PricingFAQ
CPM calculator, asked and answered
What is a good CPM for short-form video?
It varies by market, season and audience by more than any published benchmark accounts for. Your own trailing average is the only comparison that means anything.
Should I include production cost in CPM?
Not in CPM itself, which is a media metric. Track it alongside, because ignoring it is how expensive creative hides behind efficient delivery.
Why did my CPM go up without changing anything?
Auction pressure. Retail peaks, elections and holidays move CPMs substantially regardless of what you did.
More tools
Others in the same corner
- ROAS calculatorReported ROAS almost always excludes what the creative cost to make.
- UGC cost calculatorThe comparison everyone makes badly, because the commissioned side hides its real cost in briefing time, revisions and the videos you paid for and never ran..
- Creator rate calculatorUGC pricing confuses people because it is priced like influencer work and is not influencer work.
The product is further along than the tools
Ten free videos, no watermark, and no card to start.