Understanding Cost Per Impression: A Comprehensive Guide

In the world of digital advertising, metrics play a crucial role in measuring the effectiveness and efficiency of campaigns. One such metric is Cost Per Impression (CPI), which serves as a fundamental indicator of advertising costs and reach. In this article, we will answer what is Cost Per Impression (cost per impression คือ which is the term in Thai), its significance in advertising, and how it is calculated?

What Is Cost Per Impression?

Cost Per Impression (CPI), also known as Cost Per Thousand Impressions (CPM), is a metric used to measure the cost incurred by advertisers for every 1,000 ad impressions delivered. An impression refers to a single instance of an ad being displayed on a user’s screen. CPI is commonly used in display advertising, where advertisers pay for the number of times their ads are shown rather than the number of clicks, they receive.

Significance Of Cost Per Impression

  • Reach and Brand Exposure: CPI provides valuable insights into the reach and exposure of an advertisement. By analyzing the number of impressions generated, advertisers can gauge how many potential customers have viewed their ads, thereby increasing brand visibility and awareness.
  • Cost Efficiency: Comparing CPI across different advertising channels allows advertisers to determine the most cost-effective platforms for their campaigns. It enables them to allocate their budgets wisely and optimize their advertising strategies to maximize reach within a specified budget.

Calculating Cost Per Impression

To calculate CPI, advertisers need to divide the total cost of the campaign by the number of impressions generated and multiply it by 1,000. The formula can be expressed as follows:

CPI = (Total Cost ÷ Total Impressions) x 1,000

For example, if an advertiser spent $1,000 on a campaign that generated 100,000 impressions, the CPI would be:

CPI = ($1,000 ÷ 100,000) x 1,000 = $10

Factors Affecting Cost Per Impression

Several Factors Influence The Cost Per Impression An Advertiser Incurs:

  • Ad Placement: The position and placement of an ad within a webpage or application can impact CPI. Ads placed in prominent positions or high-traffic areas tend to have higher CPIs due to increased visibility and demand.
  • Target Audience: The demographic characteristics and interests of the target audience play a significant role in CPI. Advertisers targeting niche or specific demographics may have higher CPIs compared to broader campaigns.
  • Ad Format: Different ad formats, such as banners, pop-ups, or video ads, can have varying CPIs. Video ads often have higher CPIs due to their engaging nature and higher production costs.
  • Ad Quality And Relevance: Ads that are well-designed, engaging, and relevant to the target audience tend to yield higher impressions and lower CPIs. Advertisers should focus on creating compelling content to optimize CPI.


Cost Per Impression is a vital metric for advertisers to gauge the reach, exposure, and cost efficiency of their campaigns. By understanding CPI and its calculation, advertisers can make informed decisions regarding budget allocation, platform selection, and optimizing ad strategies. However, it is crucial to consider the limitations of CPI and complement it with other metrics, such

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