Use the tool. Keep your work.
Price any ad or creator deal with this CPM calculator
Enter any two of cost, CPM and impressions and get the third. Or price up to three creators by effective CPM, cost per view and the fee your target allows.
Start here
Enter two numbers and get the third
Your CPM
$5.00
CPM = $500.00 ÷ 100,000 × 1,000 = $5.00
Check the formula
CPM means cost per 1,000 impressions. Google Ads Help writes it as CPM = cost ÷ (impressions ÷ 1,000). Rearrange it and you get the other two:
- CPM = total cost ÷ impressions × 1,000
- Total cost = CPM × impressions ÷ 1,000
- Impressions = total cost ÷ CPM × 1,000
For a creator deal, I swap impressions for the views you expect:
- Expected views per post = followers × view rate
- Effective CPM = total fee ÷ total expected views × 1,000
- Cost per view = total fee ÷ total expected views
- Fee at your target CPM = target CPM × total expected views ÷ 1,000
Follow a worked example
You spend $750 on an ad that serves 150,000 impressions. Your CPM is 750 ÷ 150,000 × 1,000 = $5.00, so each impression costs you half a cent.
Now price a creator. She has 40,000 followers, and her last 12 Reels show a median of 10,000 views, so her view rate is 25%. She quotes $900 for two Reels. You expect 40,000 × 25% × 2 = 20,000 views, so her effective CPM is 900 ÷ 20,000 × 1,000 = $45. Your target is $30 per 1,000 views, so the fee that fits is 30 × 20,000 ÷ 1,000 = $600. Counter at $600, or ask for a third Reel at the same $900.
Get real view counts before you pay
Your result is only as good as the view rate you enter. Follower counts sit on every profile. Reliable views per post live in the creator's own analytics, so ask for them before you agree on a fee.
- Ask for the media kit plus analytics screenshots of the last 10 to 15 posts in the format you want to buy. Reels, TikToks and long videos earn different views, so compare like with like.
- Take the median views, the middle value of the list, so one viral post cannot set your price.
- Divide the median by the follower count and multiply by 100. That gives you the view rate to enter above.
- Check the date range on every screenshot. On TikTok and YouTube, compare it with the public view count under each video.
- Treat views as plays. Instagram counts a view each time your content plays or appears on screen, so one person can add several (Instagram Help Center). YouTube Studio reports impressions, views and unique viewers separately (YouTube Help).
Need a price before you have view counts? Start with the published per-post ranges in the influencer rate calculator, then come back here once the creator sends their numbers.
Get quick answers about CPM
How do you calculate CPM?
Divide your total cost by the number of impressions, then multiply by 1,000. $500 for 100,000 impressions gives you a $5.00 CPM. Google Ads uses the same formula (Google Ads Help).
What does CPM stand for?
CPM stands for cost per mille, and mille means thousand: you pay or measure per 1,000 impressions. YouTube uses the same word in RPM, revenue per mille (YouTube Help).
How many impressions do you get for $100?
Divide 100 by your CPM and multiply by 1,000. At a $5 CPM, $100 buys you 20,000 impressions. At a $20 CPM, it buys you 5,000. Pick Impressions above and enter your own CPM.
How do you calculate CPM for an influencer?
Divide the creator's fee by the views you expect, then multiply by 1,000. Expected views equal followers × view rate × number of posts. Switch to Creator posts above and you see the math for each creator.
What is a good CPM for an influencer deal?
No single number fits every platform, country and format, so build your own yardstick. Take the CPM your own ads report for the same audience and compare each creator's effective CPM with it. For published per-post price ranges by follower tier, read how much influencers charge.
What is the difference between CPM, CPV and RPM?
CPM is what an advertiser pays per 1,000 impressions. CPV is what you pay per view: for YouTube in-stream ads, Google counts a view when someone watches 30 seconds of your ad or interacts with it (Google Ads Help). RPM is what a creator earns per 1,000 views after YouTube's revenue share (YouTube Help).
Check the method
Understand your result
Enter two of cost, CPM and impressions and I solve the third with the formula Google Ads Help gives: CPM = cost ÷ (impressions ÷ 1,000). For a creator deal, I estimate views from the follower count and the view rate you enter, then divide the fee by those views. I publish no view rate benchmark, so take every number from the creator's own analytics.
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