Estimated spend & impressions
Enter audience and bid to calculate
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Total impressions
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Impressions / day
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Campaign length
How this is calculated
- Channel CPM = base channel rate × your industry's competitiveness factor. Pick a channel chip to load it, or enter a custom bid.
- Cookie pool = audience × 1.25 (industry-standard match/expansion factor).
- Cost per audience delivery = (cookie pool ÷ 1,000) × bid CPM.
- Ads per campaign = ads/day × days. Awareness uses
3ads/day, Demand5, Opportunity Acceleration10. - Ad spend = cost per audience delivery × ads per campaign.
- Impressions = cookie pool × ads per campaign.
CPM benchmarks are directional industry estimates for planning only. Actual rates vary by platform, format, geo, seasonality, and auction dynamics — confirm with your media team before committing budget.
How this is calculated
- Total impressions = (budget ÷ CPM) × 1,000 — what your spend buys at the chosen rate.
- Impressions / person (frequency) = ads/day × campaign length. Awareness uses
3ads/day, Demand5, Opportunity Acceleration10. - People reached = total impressions ÷ frequency ÷ 1.25 (cookie-pool match factor).
- Cost / person = budget ÷ people reached.
- Same budget, same impressions — but lower-frequency goals (Awareness) reach more people, while higher-frequency goals (Opportunity Acceleration) reach fewer people more often.
CPM benchmarks are directional industry estimates for planning only. Actual rates vary by platform, format, geo, seasonality, and auction dynamics — confirm with your media team before committing budget.