CPM is what it costs to show your ad a thousand times. It is the primary metric in brand awareness campaigns; in performance campaigns it shapes cost per conversion indirectly. It rises as the audience narrows and competition increases.
A sudden jump in CPM usually has one of three causes: a competitive spike during a campaign period (the November discount season, for example), an audience narrowed too far, or ad fatigue as frequency climbs. Introducing new creative is usually the fastest way to bring CPM back down.
CPM = Total spend ÷ Impressions × 1,000
8,000 TL spend and 400,000 impressions → 20 TL CPM.
A sudden jump in CPM usually has one of three causes: a competitive spike during a campaign period (the November discount season, for example), an audience narrowed too far, or ad fatigue as frequency climbs. Introducing new creative is usually the fastest way to bring CPM back down.
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