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What is considered a good cost per 1000 impressions?
It’s not easy to define what a “good” CPM is. It depends on the industry, the target audience, the competition, the budget. Usually, the lower limit of the indicator is determined by comparing it with the average values ​​in the industry or platform. As a rule, advertisers strive to reduce the cost per 1,000 impressions to get the most value for their investment.

An example of the impact of CPM on the efficiency of a digital funnel
Let's imagine that you spent 30,000 rubles on displaying an ad and received 35,000 impressions. CPM was 857 rubles. Revenue from sales will be 507,000 rubles.

Let's consider how the sales funnel will change if the metric is increased or decreased by 10%:


Unit Economics Calculator: Estimating the Impact of CPM on Revenue Changes
With an increase in CPM, sales revenue will fall by 9% and amount to 458,352 rubles instead of 504,000 rubles. With a decrease in the indicator by a tenth, revenue will grow by 11% to 560,160 rubles.

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Evgeny Letov,
founder of the Promo Expert agency
How to Reduce CPM
There are several ways:

Identify a narrower, more relevant target audience to improve the effectiveness of your advertising.
Improve the quality and relevance of the ad content to the request in order to increase audience engagement and reduce the cost per impression.
Conduct A/B testing, optimize the advertising campaign based on test data to identify the most effective placement strategies.
Use targeting by geo, interests, behavior, and other parameters to more accurately target advertising to your audience.