mimicThe formulas
| Metric | Formula | Tells you |
|---|---|---|
| CPM | fee ÷ views × 1,000 | Cost to reach 1,000 views |
| CPV | fee ÷ views | Cost of one view |
| CPE | fee ÷ engagements | Cost of one like, comment, share or save |
| CPC | fee ÷ link clicks | Cost of one visit to the brand |
How to use it
- 1
Pull the post's numbers
Views, engagements and clicks from the platform's analytics.
- 2
Enter the fee
What the brand paid for that post (creator fee, before usage add-ons).
- 3
Compare like with like
Same time window, same platform. A 7-day CPM and a 30-day CPM aren't the same number.
- 4
Price the next deal
Switch to “Fee from a CPM” and enter your typical views.
Worked example
A $500 post gets 40,000 views, 2,400 engagements and 120 clicks.
CPM: $500 ÷ 40,000 × 1,000 = $12.50
CPE: $500 ÷ 2,400 = $0.21
CPC: $500 ÷ 120 = $4.17
Questions
What is CPM in influencer marketing?
Cost per mille: what the brand paid for every 1,000 views (or impressions) of the post.
Views or impressions?
Use what the platform reports and say which. On short video, views is the common number; impressions can be higher because one person can see a post more than once.
Is a lower CPM always better?
For reach, yes. But a post with a higher CPM can still win on clicks or sales, so look at CPC and conversions too.
How do creators use CPM to price?
Pick a CPM you and the brand agree is fair, multiply by your typical views and divide by 1,000. Use your median views, not your best post.
Is UGC priced by CPM?
Usually not. UGC that the brand posts or runs as ads is priced per video plus usage. CPM is for posts on your own account.