CPM (cost per mille) is the cost of your ad being shown a thousand times; “mille” is Latin for thousand. It is the core cost metric in awareness and reach-focused Meta (Instagram, Facebook) campaigns.
CPM changes with audience size, competition, season and ad quality. It usually rises when advertisers pile in, such as around New Year and sales periods.
A low CPM means you reach more people for less, but if your real goal is sales or a message, read CPM together with click and conversion data.
FORMULA
CPM = Total ad spend ÷ Impressions × 1,000
EXAMPLE
If you spent 1,500 TRY and got 100,000 impressions, CPM = 1,500 ÷ 100,000 × 1,000 = 15 TRY.
PRACTICAL TIPS
- 01Don’t narrow the audience too much; very small audiences raise CPM.
- 02Plan budgets ahead of busy seasons.
- 03Refresh creatives regularly to avoid ad fatigue.