Ad Impressions Calculator
Impression Cost Analysis
Total Cost-
Cost Per Impression-
Estimated Clicks-
Cost Per Click (effective)-
Estimated Conversions-
Impression Costs by Platform 2025/26
| Platform | Avg CPM | 100k Impressions Cost | Typical CTR |
|---|---|---|---|
| Google Display | £2.80 | £280 | 0.46% |
| Facebook/Instagram | £6.50 | £650 | 0.9% |
| TikTok | £4.00 | £400 | 0.7% |
| £25.00 | £2,500 | 0.45% | |
| YouTube | £8.00 | £800 | 0.5% |
CPM rates are UK averages and vary based on targeting, competition and seasonality.
Ad Impression Facts
CPM Formula
Cost/Imps×1000
Cheapest Platform
Google Display
Most Expensive
LinkedIn
Best CTR
Facebook
Viewability Std
50%+ visible 1s
Brand Awareness Freq
3–7 per user
How to Use This Calculator
1
Enter target impressions
Input how many ad impressions you want to achieve.
2
Set CPM rate
Enter the cost per 1,000 impressions for your chosen platform.
3
Set expected CTR
Enter click-through rate to estimate clicks generated.
4
Set conversion rate
Enter conversion rate to estimate how many clicks become customers.
5
Review cost analysis
See total cost, effective CPC, and expected conversions from your impressions.
Frequently Asked Questions
What is an ad impression?
An ad impression is counted each time your ad is loaded and displayed on a page. It does not mean the user saw or interacted with the ad. Viewable impressions (50%+ of pixels visible for 1+ second) are the industry standard for measurement.
How do I calculate impressions from budget?
Impressions = (Budget / CPM) × 1,000. For example, a £500 budget at £5 CPM delivers 100,000 impressions.
What is a good CPM?
It depends on the platform and targeting. Google Display averages £2-5 CPM, Facebook £5-10, and LinkedIn £20-35. More targeted audiences cost more but may convert better.
How many impressions do I need for brand awareness?
Research suggests 3-7 exposures per person for brand recall. If targeting 50,000 people at frequency 5, you need 250,000 impressions.
What is the difference between CPM and CPC?
CPM charges per 1,000 impressions regardless of clicks. CPC charges only when someone clicks. CPM is better for awareness campaigns; CPC for direct response.
Official Sources & References
Data verified against official sources. Last checked April 2026.