Calculate cost per 1,000 viewable impressions and measured viewability rate. Use measured impressions, rather than every served impression, as the viewability-rate denominator.
vCPM and Viewability Calculator
Enter viewable impressions plus cost for vCPM, or viewable and measured impressions for viewability rate.
What are vCPM and viewability rate?
vCPM is the cost of 1,000 viewable impressions. Viewability rate is the percentage of measured impressions that met the reporting system’s viewability criteria.
vCPM and viewability formulas
- vCPM = (Cost ÷ Viewable impressions) × 1,000
- Viewability rate = (Viewable impressions ÷ Measured impressions) × 100
Viewability example
A campaign spends $800 and reports 100,000 measured impressions, of which 60,000 are viewable. Its vCPM is $13.3333 and its viewability rate is 60%.
Measured, served and viewable impressions
Served impressions may include impressions that could not be measured. A viewability rate should therefore use the measured-impression total supplied by the same reporting source as the viewable-impression total.
Viewability does not by itself prove attention, audience quality or campaign impact. Check the measurement methodology and compare placements using consistent definitions and reporting windows.