Free tool
Social media ad cost calculator
Work out CPM, CPC, click-through rate and cost per follower from one campaign.
How it is calculated
| Measure | Formula |
|---|---|
| CPM, cost per 1000 impressions | spend ÷ impressions × 1000 |
| CPC, cost per click | spend ÷ clicks |
| CTR, click-through rate | clicks ÷ impressions × 100 |
| Cost per new follower | spend ÷ new followers |
Use any currency; the results are in the same one. Nothing you type is sent anywhere.
Which number answers which question
CPM tells you what it cost to be seen, and mostly reflects the audience you targeted and the time of year. CTR tells you whether the ad itself made people act. CPC combines the two. Cost per follower is the one to watch when the aim of the campaign is a larger audience rather than sales.
Comparing with other ways to grow
Paid ads, creator collaborations and purchased packages all put a price on attention, but they buy different things. An ad buys the chance to be seen by people the platform chooses for you; a follower who arrives that way chose to follow. A purchased package raises a visible count and does not by itself bring people who read your posts. Compare them on what you need the number for. See followers vs engagement and what social proof does and does not do.
A sensible sample size
Rates from a few hundred impressions swing widely. Let a campaign collect at least a few thousand impressions before you judge its CTR, and compare ads that ran to similar audiences.
Frequently asked questions
What is the difference between CPM and CPC?
CPM is the cost of 1000 impressions, whether or not anyone clicks. CPC is the cost of one click. A campaign can have a low CPM and a high CPC if few of the people who see the ad click it.
How do I work out cost per follower?
Divide what the campaign cost by the followers gained during it. Use the follower count from the ad platform's report where available, since some new followers arrive from elsewhere.