How to use the CPM Calculator and Sponsored Post Rate Estimator
- Choose what you need. Find the CPM of a campaign, work out how many impressions a budget buys, or open the creator mode to price sponsored content.
- Enter your numbers. For a campaign, add the total cost and impressions. For a creator rate, add followers or average views, your engagement rate and a niche multiplier.
- Edit the assumptions. The CPM bands for each format are starting guesses. Replace them with quotes you have been offered or paid, and the rates update at once.
- Check a real offer. Enter the fee a brand proposed and the views you expect. The tool shows the CPM of that deal and whether it sits inside, above or below your band.
- Copy the rate card. Copy the plain text rate card to send to a brand, with the method and assumptions written at the bottom.
How the CPM and rate maths works
What it calculates
Campaign mode uses CPM = cost / impressions x 1,000, impressions = budget / CPM x 1,000, and cost per click, view or conversion = cost / count. The effective CPM section converts a price per outcome into a CPM by multiplying the price by the share of impressions that produce the outcome, then by 1,000.
Creator mode multiplies expected views / 1,000 by the low and high CPM of each format, by your niche multiplier and by an engagement factor. The engagement factor is your engagement rate divided by a baseline you set, held between 0.75 and 1.25 so that one unusual number cannot swing a quote.
Assumptions you control
Every CPM band, the share of views each format reaches, the reach of your followers, the baseline engagement and the niche multiplier are editable on the page. The defaults are assumptions, not research. The quote is rounded to a step that looks like a real price: to the nearest 5 under 500, nearest 25 under 5,000 and nearest 100 above.
Limitations
A formula cannot see your audience location, brand fit, how hard the content is to make or how much a brand wants exclusivity, which often move a price more than reach does. Use the output as an opening number, not a rule. Usage rights, whitelisting and rush fees are quoted separately.
Frequently asked questions
What is a good CPM?
It depends on the platform, the audience, the format and the country, so no single number is good everywhere. A useful way to judge a CPM is against your own results: if a campaign at a given CPM brings clicks or sales at a cost you can afford, it is good for you. This tool gives no universal benchmark because we did not find one we could verify.
How do you calculate CPM?
Divide the total cost by the number of impressions, then multiply by 1,000. For example, $500 spent on 25,000 impressions is $500 / 25,000 x 1,000 = a $20 CPM. To go the other way, divide the budget by the CPM and multiply by 1,000.
How much should I charge for a sponsored post?
A common method is to price by expected views: views / 1,000 x a CPM you can defend. Use your average views rather than followers, adjust for how engaged your audience is, and charge more for formats that take more work. The creator mode does this and shows every step. Treat the answer as an opening quote, then adjust for usage rights and exclusivity.
Should I price by followers or by views?
Views are closer to what a brand receives, because many followers never see a given post. The tool uses your average views when you enter them and only falls back to a share of your followers, which you can change, when you leave them out.
What is the difference between CPM, CPC, CPV and CPA?
CPM is the price of 1,000 impressions. CPC is the price of one click, CPV the price of one video view and CPA the price of one conversion such as a purchase or signup. To compare a CPC offer with a CPM deal, convert it with the effective CPM section: price x the outcome rate x 1,000.
Where do the default CPM bands come from?
They are our own starting assumptions, picked to be easy to edit, and the page labels them that way. They are not research and not a market average. Replace them with real quotes from your own deals as soon as you have some.