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Impression Estimator

Paid Media
Impression Calculator

Use this calculator to estimate how many advertising impressions you can serve in each primary paid media channel using your monthly ad spend and baseline industry costs.


Glossary of
Paid Media Terms

Spend: Spend is your net advertising costs. This does not include your management fees, creative or anything else.

Impressions: Impressions are the amount of times your ad appeared, or were shown, in the given channel.

Click-through Rate (CTR): CTR is the rate at which your impressions turn into clicks. Clicks / Impressions = CTR

Clicks: Clicks are the amount of people who clicked on, or took an action on your ad. Clicks are often also viewed as website visitors.

Cost-per-click (CPC): Cost-per-click is the average amount you pay per click on your ad. Spend / Clicks = CPC

Leads: Leads, or conversions, is the total volume of leads or conversion actions attributed to your ad spend.

Lead Rate: Lead Rate, or conversion rate, is the rate at which a click turns into a conversion action such as a lead form submission. Leads / Clicks = Lead Rate

Cost / Lead: Cost-per-lead is the average amount of advertising spend invested per resulting lead or conversion. Spend / Leads = Cost Per Lead

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