Cost Per Mille (CPM)
Cost per mille (per 1,000 impressions). 2026: Meta ~$14.19, LinkedIn ~$33.80, Google Display ~$3. Used for reach and awareness.
The cost per 1,000 ad impressions. The standard pricing model for awareness and reach campaigns, where impressions matter more than clicks.
Formula
(Total Ad Spend ÷ Impressions) × 1,000
Benchmark range
Meta: ~$14.19 (2026, up ~20% YoY). LinkedIn: ~$33.80 (most expensive). Google open Display: ~$3; private marketplace ~$8; connected-TV display far higher.
Why it matters
CPM reveals how expensive an audience is to reach. Rising CPMs on fixed budgets mean fewer impressions, so pair CPM with downstream CTR and conversion to judge true value.
2026 update
Meta CPMs rose ~20% in 2026 to $14.19, yet CPA stayed flat because better targeting lifted CTR and CVR — a reminder to judge CPM alongside outcomes, not alone. LinkedIn remains the priciest reach at ~$33.80.
Where it applies
- Google Display
- Meta Ads
- YouTube
- LinkedIn Ads
- TikTok Ads
- Programmatic
- CTV