{"id":6924,"date":"2026-10-20T21:41:32","date_gmt":"2026-10-20T14:41:32","guid":{"rendered":"https:\/\/adtek.agency\/glossary\/cpm\/"},"modified":"2026-10-20T21:41:32","modified_gmt":"2026-10-20T14:41:32","slug":"cpm","status":"publish","type":"mona_glossary","link":"https:\/\/adtek.agency\/en\/glossary\/cpm\/","title":{"rendered":"CPM"},"content":{"rendered":"<p>CPM (cost per mille) is the amount an advertiser pays for an ad to be shown 1,000 times. &#8220;Mille&#8221; is Latin for one thousand.<\/p>\n<h2>What is CPM?<\/h2>\n<p>CPM is both a reporting metric and a way of buying ads. As a metric, it tells you how much you are paying per 1,000 impressions, even if you chose to pay per click. As a buying method, it means you are charged every time the ad appears, whether or not anyone clicks.<\/p>\n<p>Each platform has its own variants. TikTok offers CPM for the Reach objective and oCPM (optimized CPM) for conversion, app install and lead generation objectives: you are still charged per impression, but the system picks people who are more likely to act (<a href=\"https:\/\/ads.tiktok.com\/help\/article\/bidding-methods?lang=en\" target=\"_blank\" rel=\"nofollow noopener\">TikTok, Available bidding methods, August 2025<\/a>). Google Display uses vCPM (viewable CPM), which charges only for impressions that can actually be seen (<a href=\"https:\/\/support.google.com\/google-ads\/answer\/6310?hl=en\" target=\"_blank\" rel=\"nofollow noopener\">Google Ads Help<\/a>). Under the Media Rating Council standard, a display ad counts as viewable when at least 50% of its pixels are on screen for 1 continuous second. For video, the threshold is 2 seconds (<a href=\"https:\/\/www.mediaratingcouncil.org\/sites\/default\/files\/Standards\/081815%20Viewable%20Ad%20Impression%20Guideline_v2.0_Final.pdf\" target=\"_blank\" rel=\"nofollow noopener\">MRC, August 2015<\/a>).<\/p>\n<h2>CPM formula<\/h2>\n<p><strong>CPM = Cost \/ Impressions \u00d7 1,000<\/strong><\/p>\n<p>Meta&#8217;s own example: spend $50, get 10,000 impressions, and your CPM is $5 (<a href=\"https:\/\/www.facebook.com\/business\/help\/753932008002620\" target=\"_blank\" rel=\"nofollow noopener\">Meta Business Help Center<\/a>). In Vietnamese dong: spend VND 3 million for 120,000 impressions and the CPM is 3,000,000 \/ 120,000 \u00d7 1,000 = VND 25,000.<\/p>\n<p>Flip the formula for planning: <strong>Impressions = Budget \/ CPM \u00d7 1,000<\/strong>. A VND 10 million budget at a VND 25,000 CPM buys about 400,000 impressions.<\/p>\n<h2>How does CPM relate to CPC and CPA?<\/h2>\n<p>The three metrics are linked through <a href=\"\/en\/glossary\/click-through-rate-ctr\/\">CTR<\/a> and conversion rate (CVR):<\/p>\n<ul>\n<li>CPC = CPM \/ (CTR \u00d7 1,000). With a VND 25,000 CPM and a 1% CTR, CPC = 25,000 \/ 10 = VND 2,500.<\/li>\n<li>CPA = CPC \/ CVR. With a VND 2,500 CPC and a 2% CVR, CPA = VND 125,000.<\/li>\n<\/ul>\n<p>The math shows why a cheap CPM is not automatically a good one. A VND 15,000 CPM with a CTR of only 0.4% gives a CPC of VND 3,750, more expensive than the case above.<\/p>\n<h2>CPM vs CPC vs CPA<\/h2>\n<table>\n<thead>\n<tr>\n<th><\/th>\n<th>CPM<\/th>\n<th>CPC<\/th>\n<th>CPA<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>You pay when<\/td>\n<td>The ad is shown<\/td>\n<td>Someone clicks<\/td>\n<td>Someone takes an action: buys, signs up, installs the app<\/td>\n<\/tr>\n<tr>\n<td>Formula<\/td>\n<td>Cost \/ Impressions \u00d7 1,000<\/td>\n<td>Cost \/ Clicks<\/td>\n<td>Cost \/ Conversions<\/td>\n<\/tr>\n<tr>\n<td>Who carries the risk<\/td>\n<td>The advertiser<\/td>\n<td>Shared<\/td>\n<td>The platform or partner<\/td>\n<\/tr>\n<tr>\n<td>Best for<\/td>\n<td>Awareness and reach<\/td>\n<td>Driving traffic<\/td>\n<td>Sales and leads<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>On Meta and TikTok, most conversion campaigns are still billed per impression. There, CPA is a metric you set as a target (with Cost cap, for example), not the way you are billed.<\/p>\n<h2>Why does CPM go up and down?<\/h2>\n<ul>\n<li>Auction competition: during the 11.11 and 12.12 shopping sales and Tet (Lunar New Year), many brands advertise at the same time, so prices climb.<\/li>\n<li>An audience that is too narrow: with fewer people to choose from, each impression costs more.<\/li>\n<li>Ad quality: platforms favor ads they predict will get engagement, so weak creative pushes CPM up.<\/li>\n<\/ul>\n<h2>Hypothetical example in Vietnam<\/h2>\n<p>A cosmetics shop runs two ad groups on TikTok for 7 days, with VND 5 million each. Group A: CPM VND 18,000, CTR 0.6%, CVR 1.5%. Group B: CPM VND 30,000, CTR 1.5%, CVR 2%. Worked through, group A&#8217;s CPA comes to about VND 200,000 and group B&#8217;s to about VND 100,000. The group with the more expensive CPM delivered orders at half the cost. The next step is to compare those numbers with the break-even <a href=\"\/en\/glossary\/return-on-ad-spend-roas\/\">ROAS<\/a> for each product.<\/p>\n<h2>Frequently asked questions<\/h2>\n<h3>What is a reasonable CPM?<\/h3>\n<p>There is no universal number. CPM varies by industry, audience, season and ad format. A more reliable benchmark is your own account&#8217;s CPM, tracked month by month within the same campaign type.<\/p>\n<h3>What is the difference between CPM and eCPM?<\/h3>\n<p>eCPM (effective CPM) is CPM calculated from actual spend, used to compare campaigns bought on different pricing models. Publishers also use eCPM to calculate revenue per 1,000 impressions.<\/p>\n<p>If you want to review the CPM, CTR and CPA of your active ad accounts to find where the money is leaking, Adtek&#8217;s ads team can go through them with you. Start from our <a href=\"\/en\/contact\/\">contact page<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CPM (cost per mille) is the amount an advertiser pays for an ad to be shown 1,000 times. &#8220;Mille&#8221; is Latin for one thousand. What is CPM? CPM is both a reporting metric and a way of buying ads. As a metric, it tells you how much you are paying per 1,000 impressions, even if [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_yoast_wpseo_title":"CPM: What It Is, Formula and CPM vs CPC vs CPA","_yoast_wpseo_metadesc":"What is CPM (cost per mille)? The CPM formula with worked VND examples, how CPM links to CPC and CPA, why CPM rises and falls, and CPM vs eCPM.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_opengraph-image":"","_yoast_wpseo_opengraph-image-id":"","_yoast_wpseo_twitter-image":"","_yoast_wpseo_twitter-image-id":"","inline_featured_image":false,"footnotes":""},"category_glossary":[28],"class_list":["post-6924","mona_glossary","type-mona_glossary","status-publish","hentry","category_glossary-c"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CPM: What It Is, Formula and CPM vs CPC vs CPA<\/title>\n<meta name=\"description\" content=\"What is CPM (cost per mille)? The CPM formula with worked VND examples, how CPM links to CPC and CPA, why CPM rises and falls, and CPM vs eCPM.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/adtek.agency\/en\/glossary\/cpm\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CPM: What It Is, Formula and CPM vs CPC vs CPA\" \/>\n<meta property=\"og:description\" content=\"What is CPM (cost per mille)? The CPM formula with worked VND examples, how CPM links to CPC and CPA, why CPM rises and falls, and CPM vs eCPM.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/adtek.agency\/en\/glossary\/cpm\/\" \/>\n<meta property=\"og:site_name\" content=\"Adtek Growth Marketing Agency\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/101888089257566\" \/>\n<meta property=\"og:image\" content=\"https:\/\/adtek.agency\/wp-content\/uploads\/2026\/10\/og-default.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/adtek.agency\\\/en\\\/glossary\\\/cpm\\\/\",\"url\":\"https:\\\/\\\/adtek.agency\\\/en\\\/glossary\\\/cpm\\\/\",\"name\":\"CPM: What It Is, Formula and CPM vs CPC vs CPA\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/adtek.agency\\\/en\\\/#website\"},\"datePublished\":\"2026-10-20T14:41:32+00:00\",\"description\":\"What is CPM (cost per mille)? The CPM formula with worked VND examples, how CPM links to CPC and CPA, why CPM rises and falls, and CPM vs eCPM.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/adtek.agency\\\/en\\\/glossary\\\/cpm\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/adtek.agency\\\/en\\\/glossary\\\/cpm\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/adtek.agency\\\/en\\\/glossary\\\/cpm\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/adtek.agency\\\/en\\\/homepage\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Glossary\",\"item\":\"https:\\\/\\\/adtek.agency\\\/en\\\/glossary\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"CPM\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/adtek.agency\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/adtek.agency\\\/en\\\/\",\"name\":\"Adtek\",\"description\":\"Adtek was founded in 2021 to help brands grow their businesses from branding building to revenue growth.\",\"publisher\":{\"@id\":\"https:\\\/\\\/adtek.agency\\\/en\\\/#organization\"},\"alternateName\":\"Adtek Growth Marketing Agency\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/adtek.agency\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/adtek.agency\\\/en\\\/#organization\",\"name\":\"Adtek\",\"alternateName\":\"Adtek Growth Marketing Agency\",\"url\":\"https:\\\/\\\/adtek.agency\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/adtek.agency\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/adtek.agency\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/logo-adtek.png\",\"contentUrl\":\"https:\\\/\\\/adtek.agency\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/logo-adtek.png\",\"width\":440,\"height\":369,\"caption\":\"Adtek\"},\"image\":{\"@id\":\"https:\\\/\\\/adtek.agency\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/101888089257566\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/adtek-growth-marketing-agency\\\/\",\"https:\\\/\\\/www.tiktok.com\\\/@adtek.growth.marketing\",\"https:\\\/\\\/www.google.com\\\/search?kgmid=\\\/g\\\/11x7pm71mh\"],\"email\":\"contact@adtek.agency\",\"telephone\":\"+84932349434\",\"legalName\":\"C\u00f4ng ty C\u1ed5 ph\u1ea7n Adtek Technology\",\"foundingDate\":\"2022-05-05\",\"description\":\"Adtek l\u00e0 growth marketing agency t\u1ea1i Vi\u1ec7t Nam, gi\u00fap th\u01b0\u01a1ng hi\u1ec7u t\u0103ng tr\u01b0\u1edfng t\u1eeb x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn doanh thu: Brand Commerce, qu\u1ea3ng c\u00e1o hi\u1ec7u su\u1ea5t, SEO v\u00e0 AI Search, d\u1eef li\u1ec7u v\u00e0 CRM, th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed.\",\"taxID\":\"0317120810\",\"address\":{\"@type\":\"PostalAddress\",\"streetAddress\":\"146 Bis Nguy\u1ec5n V\u0103n Th\u1ee7\",\"addressLocality\":\"Ph\u01b0\u1eddng T\u00e2n \u0110\u1ecbnh\",\"addressRegion\":\"TP. H\u1ed3 Ch\u00ed Minh\",\"addressCountry\":\"VN\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"CPM: What It Is, Formula and CPM vs CPC vs CPA","description":"What is CPM (cost per mille)? The CPM formula with worked VND examples, how CPM links to CPC and CPA, why CPM rises and falls, and CPM vs eCPM.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/adtek.agency\/en\/glossary\/cpm\/","og_locale":"en_US","og_type":"article","og_title":"CPM: What It Is, Formula and CPM vs CPC vs CPA","og_description":"What is CPM (cost per mille)? The CPM formula with worked VND examples, how CPM links to CPC and CPA, why CPM rises and falls, and CPM vs eCPM.","og_url":"https:\/\/adtek.agency\/en\/glossary\/cpm\/","og_site_name":"Adtek Growth Marketing Agency","article_publisher":"https:\/\/www.facebook.com\/101888089257566","og_image":[{"width":1200,"height":630,"url":"https:\/\/adtek.agency\/wp-content\/uploads\/2026\/10\/og-default.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/adtek.agency\/en\/glossary\/cpm\/","url":"https:\/\/adtek.agency\/en\/glossary\/cpm\/","name":"CPM: What It Is, Formula and CPM vs CPC vs CPA","isPartOf":{"@id":"https:\/\/adtek.agency\/en\/#website"},"datePublished":"2026-10-20T14:41:32+00:00","description":"What is CPM (cost per mille)? The CPM formula with worked VND examples, how CPM links to CPC and CPA, why CPM rises and falls, and CPM vs eCPM.","breadcrumb":{"@id":"https:\/\/adtek.agency\/en\/glossary\/cpm\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/adtek.agency\/en\/glossary\/cpm\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/adtek.agency\/en\/glossary\/cpm\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/adtek.agency\/en\/homepage\/"},{"@type":"ListItem","position":2,"name":"Glossary","item":"https:\/\/adtek.agency\/en\/glossary\/"},{"@type":"ListItem","position":3,"name":"CPM"}]},{"@type":"WebSite","@id":"https:\/\/adtek.agency\/en\/#website","url":"https:\/\/adtek.agency\/en\/","name":"Adtek","description":"Adtek was founded in 2021 to help brands grow their businesses from branding building to revenue growth.","publisher":{"@id":"https:\/\/adtek.agency\/en\/#organization"},"alternateName":"Adtek Growth Marketing Agency","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/adtek.agency\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/adtek.agency\/en\/#organization","name":"Adtek","alternateName":"Adtek Growth Marketing Agency","url":"https:\/\/adtek.agency\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/adtek.agency\/en\/#\/schema\/logo\/image\/","url":"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/03\/logo-adtek.png","contentUrl":"https:\/\/adtek.agency\/wp-content\/uploads\/2022\/03\/logo-adtek.png","width":440,"height":369,"caption":"Adtek"},"image":{"@id":"https:\/\/adtek.agency\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/101888089257566","https:\/\/www.linkedin.com\/company\/adtek-growth-marketing-agency\/","https:\/\/www.tiktok.com\/@adtek.growth.marketing","https:\/\/www.google.com\/search?kgmid=\/g\/11x7pm71mh"],"email":"contact@adtek.agency","telephone":"+84932349434","legalName":"C\u00f4ng ty C\u1ed5 ph\u1ea7n Adtek Technology","foundingDate":"2022-05-05","description":"Adtek l\u00e0 growth marketing agency t\u1ea1i Vi\u1ec7t Nam, gi\u00fap th\u01b0\u01a1ng hi\u1ec7u t\u0103ng tr\u01b0\u1edfng t\u1eeb x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ebfn doanh thu: Brand Commerce, qu\u1ea3ng c\u00e1o hi\u1ec7u su\u1ea5t, SEO v\u00e0 AI Search, d\u1eef li\u1ec7u v\u00e0 CRM, th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed.","taxID":"0317120810","address":{"@type":"PostalAddress","streetAddress":"146 Bis Nguy\u1ec5n V\u0103n Th\u1ee7","addressLocality":"Ph\u01b0\u1eddng T\u00e2n \u0110\u1ecbnh","addressRegion":"TP. H\u1ed3 Ch\u00ed Minh","addressCountry":"VN"}}]}},"_links":{"self":[{"href":"https:\/\/adtek.agency\/en\/wp-json\/wp\/v2\/mona_glossary\/6924","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adtek.agency\/en\/wp-json\/wp\/v2\/mona_glossary"}],"about":[{"href":"https:\/\/adtek.agency\/en\/wp-json\/wp\/v2\/types\/mona_glossary"}],"author":[{"embeddable":true,"href":"https:\/\/adtek.agency\/en\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/adtek.agency\/en\/wp-json\/wp\/v2\/comments?post=6924"}],"version-history":[{"count":0,"href":"https:\/\/adtek.agency\/en\/wp-json\/wp\/v2\/mona_glossary\/6924\/revisions"}],"wp:attachment":[{"href":"https:\/\/adtek.agency\/en\/wp-json\/wp\/v2\/media?parent=6924"}],"wp:term":[{"taxonomy":"category_glossary","embeddable":true,"href":"https:\/\/adtek.agency\/en\/wp-json\/wp\/v2\/category_glossary?post=6924"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}