CPM VS CPC

Which metric matters more for B2B advertising in 2026?

Compare Metrics When to Use Each

CPM vs CPC for B2B

CPM

Cost Per Thousand Impressions

The cost to show your ad 1,000 times. This is a top-funnel metric focused on reach and awareness.

B2B Average
$15.00
Measures: Impressions / Reach
Funnel Position: Top Funnel

CPC

Cost Per Click

The average cost for each click on your ad. This is a mid-funnel metric focused on engagement and traffic.

B2B Average
$3.33
Measures: Clicks / Traffic
Funnel Position: Middle Funnel

Side-by-Side Comparison

Attribute CPM CPC
Full Name Cost Per Thousand Impressions Cost Per Click
B2B Benchmark $15.00 $3.33
What It Measures Impressions / Reach Clicks / Traffic
Funnel Position Top Funnel Middle Funnel

When to Use Each Metric

Focus on CPM When:

  • Your goal is brand awareness or broad reach
  • You're optimizing for impressions / reach
  • Your campaign targets the top of the marketing funnel

Focus on CPC When:

  • Your goal is website traffic or engagement
  • You're optimizing for clicks / traffic
  • Your campaign targets the middle of the marketing funnel

All B2B Benchmarks

CPA
$116.13
CPM
$15.00
CPC
$3.33
Conv. Rate
2.23%

Calculate Your Costs

CPM Calculator

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CPA Calculator

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ROAS Calculator

Calculate your return on ad spend

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CTR Calculator

Calculate your click-through rate

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Conversion Rate Calculator

Calculate your visitor-to-conversion rate

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Break-Even ROAS

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Data last updated: January 17, 2026