PAID SOCIAL · THE YELL SOCIAL GLOSSARY

Cost per thousand impressions (CPM).

The advertising cost for one thousand impressions. It is calculated as spend divided by impressions, multiplied by 1,000.

IN THE REAL WORLD

A simple example

A campaign spends $120 for 20,000 impressions, so its CPM is $6.

Put it into practice

Compare similar audiences and placements. CPM measures exposure cost, not attention, unique people, or sales.

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Paid social

Cost per click (CPC)

The amount spent per click in an advertising campaign. Average CPC is total click-related advertising cost divided by the number of clicks.

Definition & example

Paid social

Frequency

How often, on average, each reached person or account is shown an ad within a reporting period. A common calculation is impressions divided by reach.

Definition & example

Paid social

Lookalike audience

An advertising audience modeled from a source group to find other people with similar characteristics. Availability, naming, and modeling rules depend on the advertising platform.

Definition & example

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Cost per thousand impressions (CPM).

A simple example

Put it into practice

Cost per click (CPC)

Frequency

Lookalike audience

Cost per thousand impressions (CPM).

A simple example

Put it into practice

A few terms to know next.

Cost per click (CPC)

Frequency

Lookalike audience