> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Google CPM: Cost Per Thousand Impressions

> Track your Google Ads cost per thousand impressions. Measure how efficiently your ad budget reaches audiences and optimize for better CPM.

<Tip>
  Google CPM measures how much you pay for every 1,000 times your Google ad is shown—lower CPM means your budget reaches more people.
</Tip>

## Formula

<Info>
  **Google CPM** = ( [**Google Spend**](/reference/metrics/advertising/google/google-spend/google-spend) ÷ [**Google Impressions**](/reference/metrics/advertising/google/google-audience/google-impressions) ) × 1,000
</Info>

### Formula Components

| Metric                                                                                             | Definition                                 |
| -------------------------------------------------------------------------------------------------- | ------------------------------------------ |
| [**Google Spend**](/reference/metrics/advertising/google/google-spend/google-spend)                | Total amount spent on Google advertising   |
| [**Google Impressions**](/reference/metrics/advertising/google/google-audience/google-impressions) | Total times your Google ads were displayed |

| Metadata        |                                   |
| --------------- | --------------------------------- |
| **Type**        | Currency                          |
| **Data Source** | [Google Ads](/sources/google-ads) |
| **Aggregation** | Ratio                             |

***

## Example

A home décor brand spent **\$2,400** on Google Display ads in March and received **1,200,000 impressions**:

| Metric             | Value      | Calculation                 |
| ------------------ | ---------- | --------------------------- |
| Google Spend       | \$2,400    | —                           |
| Google Impressions | 1,200,000  | —                           |
| **Google CPM**     | **\$2.00** | \$2,400 ÷ 1,200,000 × 1,000 |

***

## How It Works

Google CPM divides your total ad spend by the number of impressions, then multiplies by 1,000 to express the cost per thousand views. This metric helps you understand the efficiency of your awareness campaigns where reach matters more than clicks.

***

## When to Use

| Scenario                                | Action                               |
| --------------------------------------- | ------------------------------------ |
| Comparing brand awareness campaigns     | Lower CPM = more efficient reach     |
| Evaluating Display vs. YouTube spend    | Compare CPM across campaign types    |
| Assessing audience targeting efficiency | High CPM may signal narrow targeting |
| Budget planning for impressions         | Forecast spend based on target reach |

***

## Related Metrics

| Metric                                                                                         | Relationship               |
| ---------------------------------------------------------------------------------------------- | -------------------------- |
| [Google Spend](/reference/metrics/advertising/google/google-spend/google-spend)                | Numerator—total ad cost    |
| [Google Impressions](/reference/metrics/advertising/google/google-audience/google-impressions) | Denominator—total ad views |

[See all Google Audience metrics →](/reference/metrics/advertising/google/google-audience)