CPM
CPM (Cost Per Mille) - the cost of 1000 ad impressions. Used in brand campaigns and media advertising, where the main goal is reach, not clicks.
CPM - Cost Per Mille (from Latin mille - thousand), the cost of 1000 impressions of an advertisement. Used as a metric in display advertising, brand campaigns, placements in Telegram Ads and most VK formats.
When I pay for impressions (and not for clicks), this means the goal of the campaign is brand awareness, not immediate conversion. For example, when launching a new brand, you first need to “warm up” the audience with recognition, then launch performance with the goal of “buying”.
CPM benchmarks in Russian platforms 2026: VK Ads — 90–250 ₽, Telegram Ads — €1.5–3 EUR, YAN — 50–180 ₽, YouTube — 350–800 ₽.
CPM doesn't indicate whether an audience is converting into action. I use it in conjunction with brand metrics: incremental brand search, increase in subscribers on the TG channel, mentions in comments. Without this link, CPM is simply a waste of budget on showing people who don’t need the product.
Frequently asked questions about CPM
What is CPM?+
When to pay CPM and when to pay CPC?+
What is the normal CPM for media advertising in the Russian Federation?+
Related terms
Where is it understood in practice?
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