CPM is the cost for one thousand ad impressions. A placement with 100,000 impressions contains 100 CPM units.

How is CPC pricing calculated?

Multiply the expected or delivered clicks by the agreed cost per click, then add any separate creative or setup fee.

What is effective CPM?

It converts total cost into an equivalent cost per thousand impressions so flat and performance pricing can be compared.

Does the calculator account for viewability?

No. Use viewable impressions instead of served impressions if the agreement is based on vCPM.

Banner Ad Pricing Calculator

Compare banner-ad pricing under CPM, CPC, and flat-fee models, including creative or setup costs and effective CPM. Review the assumptions and supporting outputs before using the estimate.

Expected Impressions

CPM Rate

Expected Clicks

CPC Rate

Flat Placement Fee

Creative or Setup Cost

CPM Pricing Total

$1,050.00

CPC Pricing Total: $1,000.00
Flat-Fee Total: $1,250.00
Flat-Fee Effective CPM: $12.50

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Works with WordPress, Webflow, Squarespace, Wix, Framer, Shopify, and any website that supports custom HTML or iframes.

The calculator shows totals under three common pricing structures. Effective CPM converts the flat-fee total into a per-thousand-impressions comparison.

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How to Use This Calculator

Enter forecast impressions and clicks, the proposed CPM and CPC rates, a flat placement fee, and any creative or setup cost.

Formula & Methodology

CPM pricing equals impressions divided by 1,000 times the CPM rate. CPC pricing equals clicks times the CPC rate. Creative cost is added to each model for a comparable total.

Worked example

At 100,000 impressions and an $8 CPM, media costs $800. Adding $250 of creative cost produces a CPM total of $1,050.

The comparison uses forecast impressions and clicks. It does not estimate viewability, fraud, conversion value, audience quality, frequency, guaranteed delivery, make-goods, taxes, commissions, or opportunity cost.

Advertising planning tool only. Final rates depend on audience, placement, viewability, campaign terms, measurement method, and negotiation.

Related Guides

How to Price Banner Ads with CPM, CPC and Flat Fees
Estimate banner ad revenue from CPM, CPC, or flat-rate pricing models. Calculate impressions, clicks, conversions, and ROAS to compare ad pricing structures.

Frequently Asked Questions

What does CPM mean?: CPM is the cost for one thousand ad impressions. A placement with 100,000 impressions contains 100 CPM units.
How is CPC pricing calculated?: Multiply the expected or delivered clicks by the agreed cost per click, then add any separate creative or setup fee.
What is effective CPM?: It converts total cost into an equivalent cost per thousand impressions so flat and performance pricing can be compared.
Does the calculator account for viewability?: No. Use viewable impressions instead of served impressions if the agreement is based on vCPM.

Published 8/18/2026