Display Ad CPM & Target CPA Calculator
What CPM should I pay for display ads, and what is the target CPA?
Your numbers
Result
Max CPM
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How this is calculated
Display ads convert poorly compared to search, but can work for awareness. This calculator sets a max CPM based on your target CPA and expected conversion rate, so you never pay blindly.
- Max CPM = CPA x conv% / CTR% x 1000
What to make of the number
Display CPMs above $15 are rare except for very narrow B2B targeting.
Frequently asked questions
Is display worth it for DTC?
Only with retargeting. Cold display rarely converts at profitable rates for small sellers.