CPM
Cost per thousand impressions: a metric used to relate advertising cost to 1,000 impressions.
Simple definition
CPM, or cost per mille, measures how much an advertiser spends to generate 1,000 advertising impressions. It is a media-cost metric that helps compare inventory buying efficiency when the scope, period and impression definition are consistent.
Formula and example
CPM = advertising spend ÷ impressions × 1,000. Example: a campaign spends MAD 500 for 100,000 impressions. Its CPM is MAD 5.
How to interpret this KPI
A lower CPM means 1,000 impressions cost less, but it is not automatically better. Better targeting, premium placements or a competitive season can raise CPM while improving business outcomes. Read CPM alongside CTR, conversions and audience quality.
Do not confuse it with
CPM is not creator revenue. On YouTube, CPM is primarily advertiser-facing, while RPM relates creator revenue to 1,000 views. Do not compare two CPM values directly when one uses served impressions and another uses a narrower monetized-impression scope.
Practical use in Morocco
For campaigns in Morocco, keep budget and CPM in the same currency, such as MAD. Separate results by platform, objective and geography. A Casablanca awareness CPM is not automatically a useful benchmark for a nationwide conversion campaign.
Best practices
- Keep the same definition and denominator when comparing two periods.
- Segment by platform, format, campaign and audience before drawing conclusions.
- Always add context: objective, period, budget and data source.
- Prefer your own first-party performance data over external benchmarks when available.
When a platform or analytics tool uses a different scope, its documented definition takes precedence. See our methodology for assumptions and limitations. FaceTube methodology.
Frequently asked questions
What is a good CPM?
There is no universal good CPM. It varies by platform, audience, format, season and, most importantly, campaign objective.
Does CPM measure clicks?
No. CPM measures cost per 1,000 impressions. CTR relates clicks to impressions.
Can CPM and RPM be compared?
Both use a 1,000-unit basis, but they describe different scopes: advertiser cost versus creator revenue.