Cost Per Mille (CPM)
CPM, or cost per mille, is the price an advertiser pays for one thousand ad impressions, regardless of whether anyone clicks. It is the standard pricing model for awareness and reach campaigns, common on display, video, and social placements where the goal is visibility rather than an immediate click.
Why It Matters
CPM lets you compare the cost of reach across placements and platforms on an even footing. For top-of-funnel branding, buying impressions efficiently can be smarter than paying per click, especially when the aim is exposure to a wide audience.
Common Mistake
Judging a CPM awareness campaign by direct clicks or last-click conversions. Reach campaigns build recognition that pays off later, so measuring them with a bottom-funnel yardstick makes them look like failures and gets them cut prematurely.