CPM
cost per milleCPM (cost per mille) tells you what a thousand ad impressions cost. It is the base unit of visibility-based advertising: spend divided by impressions, multiplied by a thousand. In Finland social channel CPMs typically run 2–15 €.
Good to know
CPM works as a comparison number when the goal is reaching as many of the right people as possible, for example in launches and awareness campaigns. A rising CPM on the same audience signals ad fatigue or tightened competition, which is the moment to rotate creatives or broaden the audience.
Creative quality moves CPM too: platforms prefer showing ads people react to and price them lower. A good video can halve the cost of reaching the same audience. In the small Finnish market, narrow B2B audiences run out fast, which pushes CPM up sooner than in larger countries.
FORMULA
How CPM is calculated
CPM is ad spend divided by impressions, multiplied by one thousand.
CPM = ad spend ÷ impressions × 1,000
Platforms sell most advertising on a CPM basis regardless of which objective you optimise.
EXAMPLE
A thousand impressions cost 5 euros. Tight targeting and high season can double the price.
PITFALLS
Two ways to misread CPM
CPMs of different audiences get compared directly
Reaching young consumers is cheaper than reaching CEOs. A higher CPM for the right audience is the better deal.
Cheap visibility is bought for its own sake
A low CPM in the wrong context produces impressions nobody remembers. Visibility without attention is a cost, not an investment.
High season surprises the budget
In November–December CPM can double, so the same budget reaches half as many. Enter the season with a bigger budget or an earlier campaign.
FREQUENTLY ASKED
Frequently asked questions
What is a typical CPM in Finland?+
On Meta 2–10 €, on TikTok 1–6 €, on YouTube 4–12 € and in display networks 1–4 €. Christmas season and narrow audiences push prices up.
Why does CPM rise during a campaign?+
The audience starts tiring as the same ad repeats. The platform has to pay more for attention, which shows up in CPM.
When do I buy on CPM versus CPC?+
CPM is natural for awareness goals, click or conversion optimisation for sales goals. Most often you let the platform optimise conversions and watch CPM in the background.
Does ad quality affect CPM?+
Yes. Platforms predict how likely people are to react and serve engaging ads cheaper. A tired creative pushes the price up within weeks.
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Maintained by the VSCY editorial team · Updated 6 Aug 2026 · Part of the marketing glossary (99 terms)
