Impression Calculator
Impression Estimates
Total Impressions-
Estimated Clicks-
Unique Reach-
Cost Per Click-
Cost Per Impression-
Average CPM by Platform 2025/26
| Platform | Avg CPM | £500 Budget Impressions | Typical CTR |
|---|---|---|---|
| Google Display | £2.80 | 178,571 | 0.46% |
| Facebook/Instagram | £6.50 | 76,923 | 0.9% |
| £25.00 | 20,000 | 0.45% | |
| TikTok | £4.00 | 125,000 | 0.7% |
| YouTube | £8.00 | 62,500 | 0.5% |
CPM rates vary by targeting, audience, seasonality and competition. These are UK average rates.
Impression Key Metrics
Formula
Budget/CPM×1000
Google Display CPM
£2–£5
Facebook CPM
£5–£10
LinkedIn CPM
£20–£35
Good Frequency
3–7
Reach = Imps/Freq
Unique users
How to Use This Calculator
1
Enter your ad budget
Input total ad spend for the campaign in pounds.
2
Set CPM rate
Enter the cost per 1,000 impressions. This varies by platform and targeting.
3
Set expected CTR
Enter the click-through rate to estimate how many clicks your impressions will generate.
4
Set target frequency
Enter how many times each unique user should see your ad. 3 is typical for awareness.
5
Review impression estimates
See total impressions, clicks, unique reach and cost efficiency metrics.
Frequently Asked Questions
What are ad impressions?
An impression is counted each time your ad is displayed to a user. One user seeing your ad 3 times counts as 3 impressions but only 1 unique reach. Impressions measure exposure, not engagement.
What is CPM?
CPM stands for Cost Per Mille (per 1,000 impressions). It is the standard pricing model for display and brand awareness campaigns. CPM = (Total Cost / Total Impressions) × 1,000.
What is a good CPM?
It depends on the platform and targeting. Google Display averages £2-5, Facebook £5-10, and LinkedIn £20-35. Highly targeted campaigns cost more per impression but may be more effective.
What is the difference between impressions and reach?
Impressions = total number of times ads are displayed. Reach = number of unique people who see your ad. If one person sees your ad 3 times, that is 3 impressions and 1 reach.
How many impressions do I need?
For brand awareness, aim for 3-7 frequency (impressions per person). For a target audience of 100,000 people at frequency 5, you need 500,000 impressions. Your budget and CPM determine what is achievable.
Official Sources & References
Data verified against official sources. Last checked April 2026.