// glossary entry
Cost per mille (CPM)
What is Cost Per Mille (CPM)?
Cost-per-Mille (CPM) is the traditional billing model for display advertising: The advertiser pays a fixed price for 1,000 ad impressions, regardless of clicks or conversions. CPM is suitable for reach and branding goals, but not for performance campaigns. At Waterproof Web Wizard, we recommend CPM especially when the goal is to increase brand awareness, for lead generation, CPC, CPL, or CPA are usually the better choice because they pay for results rather than impressions.
// synonyms
- CPM
- Thousand-Contact Award
- CPV
Is the term still unclear?
Let's talk for 15 minutes
If a term in this glossary isn't entirely clear in the context of your project, or if you want to know whether the concept is relevant to your situation—just ask us. The initial consultation is free and non-binding.