Calculator Inputs
Use the responsive input grid below. It shows three columns on large screens, two on medium screens, and one on mobile devices.
Formula Used
Billable impressions = Viewed impressions ÷ Viewability rate
Net media spend = (Billable impressions ÷ 1,000) × CPM
Gross before tax = Net media spend + Agency fee + Platform fee + Contingency
Total budget = Gross before tax + Tax amount
Estimated clicks = Viewed impressions × CTR
Estimated conversions = Estimated clicks × Conversion rate
Estimated reach = Viewed impressions ÷ Frequency, capped by audience size when provided
How to Use This Calculator
- Select whether you want to calculate required budget or expected impressions.
- Enter CPM, viewability, fee percentages, tax, and campaign duration.
- Add CTR, conversion rate, frequency, and audience size for performance estimates.
- Press Calculate to show results above the form under the header.
- Review media spend, gross budget, effective CPM, clicks, conversions, and daily pacing.
- Use the export buttons to download the current result as CSV or PDF.
Example Data Table
| Scenario | Solve For | CPM | Viewed Impressions | Viewability | Total Budget | Estimated Reach | Estimated Clicks | Estimated Conversions | Daily Budget |
|---|---|---|---|---|---|---|---|---|---|
| Product launch awareness | Budget from impressions | $8.00 | 500,000 | 65.00% | $8,270.77 | 166,667 | 9,000 | 405 | $275.69 |
| Seasonal remarketing push | Budget from impressions | $12.50 | 250,000 | 78.00% | $5,112.18 | 62,500 | 6,500 | 403 | $243.44 |
| B2B lead generation test | Budget from impressions | $18.00 | 120,000 | 72.00% | $4,278.00 | 40,000 | 1,320 | 119 | $305.57 |
FAQs
What does CPM mean in this calculator?
CPM means cost per thousand billable impressions. The calculator uses CPM with viewability, fees, and tax inputs to estimate a more realistic campaign budget and delivery plan.
Why is viewability included?
Not every served impression is actually viewable. Adding viewability helps you estimate how many billable impressions you must buy to achieve your intended viewed impressions.
Should I enter gross budget or net media budget?
Use the solve-for selector. Choose budget from impressions when you want a full required budget. Choose impressions from budget when you already know the final spend limit.
How are fees handled?
Agency, platform, and contingency percentages are applied to net media spend. The tool then adds tax on the gross amount, giving a more complete budget estimate.
How is reach estimated?
Estimated reach equals viewed impressions divided by average frequency. If you provide an audience size, the tool caps reach so it does not exceed that audience.
What makes the effective CPM different from the entered CPM?
Entered CPM reflects net media pricing. Effective CPM includes fees and tax, so it shows the true cost per thousand impressions based on total spend.
Can I use this for awareness and performance campaigns?
Yes. For awareness, focus on impressions, reach, frequency, and effective CPM. For performance, also review clicks, conversions, estimated CPC, and estimated CPA.
Does this replace platform forecasting tools?
No. It is a planning calculator. Platform forecasts can still vary because auctions, pacing, targeting, placements, and attribution settings change actual campaign delivery.