What is Cost per mille (thousand) impressions?
Cost per mille (CPM) is a crucial metric used to measure the efficiency of campaigns among ecommerce businesses. It is calculated by dividing the cost of an ad campaign by the number of impressions that the ad received. This figure gives businesses an indication of how much each impression is worth. The higher the CPM, the more expensive it is for the advertiser, and less effective the campaign is overall. The CPM can often be used to compare the effectiveness of multiple campaigns to determine which one is the better choice. It is important to consider other metrics when making decisions, as CPM can only provide an overall indication of effectiveness.
Formula
CPM = Total Advertising Cost / (Total Number of Impressions / 1000)
Example
Let’s consider an ecommerce company that ran a display advertising campaign and spent a total of $10,000 on the campaign. During the campaign, they obtained a total of 500,000 impressions.
Using the formula, the calculation for Cost per mille (thousand) impressions would be:
CPM = $10,000 / (500,000 / 1000) = $20
Therefore, the Cost per mille (thousand) impressions for this ecommerce company would be $20. This means that, on average, it cost them $20 to reach 1000 impressions with their display advertising campaign.
Why is CPM important?
The Cost per mille (CPM) metric is extremely valuable for any ecommerce business because it helps to provide insight into the cost-effectiveness of ad campaigns. By using CPM, businesses can determine which campaigns provide them with the best return on investment. Furthermore, CPM enables businesses to compare different campaigns and strategies to determine which one will be the most efficient.
Which factors impact CPM?
The main factors that impact the CPM are the type of campaign, targeting and creative. The type of campaign and creative used will determine how effectively the message is communicated to the audience. Targeting will influence the number of impressions received and the cost per each impression.
How can CPM be improved?
CPM can be improved by focusing on increasing the click-through rate. By improving the click-through rate, businesses can significantly reduce the cost per mille, as fewer impressions are needed to achieve the desired results. Additionally, businesses should consider testing different creative and targeting to determine which will be the most effective.
What is CPM’s relationship with other metrics?
CPM can be used to measure the cost-effectiveness of a campaign. Additionally, it can be used to compare different strategies and campaigns to determine which will be the most successful. CPM can also be used in conjunction with other ecommerce metrics, such as click-through rate and conversion rate, to determine which campaigns are the most effective.
