Industry metric
Updated 2026-07-01
Retail: CPM vs CPC
Retail benchmarks: CPM $7.50 vs CPC $2.27. Which metric should drive your 2026 strategy?
CPM
Retail$7.50
FunnelTop
vs
CPC
Retail$2.27
FunnelMiddle
These are industry board figures, not platform-specific. Metrics measure different things, so neither side is “cheaper.”
Quick comparison
Side-by-Side Comparison
| Attribute | CPM | CPC |
|---|---|---|
| Full name | Cost Per Thousand Impressions | Cost Per Click |
| Retail benchmark | $7.50 | $2.27 |
| What it measures | Impressions / Reach | Clicks / Traffic |
| Funnel position | Top funnel | Middle funnel |
By platform · estimated CPM
All Retail Benchmarks
Amber marks the cheapest estimated CPM in Retail. Estimate = platform baseline × (industry metric ÷ cross-industry average).
Verdict
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
FAQ
CPM vs CPC for Retail
Should I optimize to CPM or CPC?
The cost to show your ad 1,000 times. This is a top-funnel metric focused on reach and awareness. The average cost for each click on your ad. This is a mid-funnel metric focused on engagement and traffic.
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