CPC VS CPM

Which metric matters more for Retail advertising in 2026?

Compare Metrics When to Use Each

CPC vs CPM for Retail

CPC

Cost Per Click

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

Retail Average
$1.05
Measures: Clicks / Traffic
Funnel Position: Middle Funnel

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.

Retail Average
$7.00
Measures: Impressions / Reach
Funnel Position: Top Funnel

Side-by-Side Comparison

Attribute CPC CPM
Full Name Cost Per Click Cost Per Thousand Impressions
Retail Benchmark $1.05 $7.00
What It Measures Clicks / Traffic Impressions / Reach
Funnel Position Middle Funnel Top Funnel

When to Use Each Metric

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

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

All Retail Benchmarks

CPA
$38.00
CPM
$7.00
CPC
$1.05
Conv. Rate
3.17%

Calculate Your Costs

CPM Calculator

Calculate your cost per thousand impressions

Use Calculator

CPA Calculator

Calculate your cost per acquisition

Use Calculator

ROAS Calculator

Calculate your return on ad spend

Use Calculator

CTR Calculator

Calculate your click-through rate

Use Calculator

Conversion Rate Calculator

Calculate your visitor-to-conversion rate

Use Calculator

Break-Even ROAS

Find your minimum profitable ROAS

Use Calculator
Data last updated: January 17, 2026