Budget, CPM, clicks, conversion and value. The sum that stops you promising a client the impossible.
By Redação Swonkie
Equipa editorial
2026-08-06
cost per thousand impressions
Use the numbers from your own past campaigns. With no history, use industry figures and write next to them that they are industry figures.
Impressions
250,000
Clicks
3,000
Results
90
Cost per result
€16,67
Return on ad spend
2,7x
€4050 estimated revenue, €1500 invested
Plenty of people avoid estimating campaign results because it feels like signing up to a promise. The effect is the opposite of the one intended: with no estimate, when a campaign goes badly nobody can say where it went off.
Budget and CPM give you impressions. CPM swings hard by industry, season and network: in November it rises everywhere.
Click-through rate turns impressions into clicks. Under 1% on social is normal; far above it usually means an audience that is too small or a promise the ad cannot keep.
Conversion rate turns clicks into results, and is the one least influenced by the ad. It depends on the page people land on.
Value of one result closes the sum. Without it you know what it costs and not whether it was worth it.
With numbers from your own past campaigns. With no history, use industry references and write next to them that they are industry references: a client takes an estimate with explicit assumptions well, and takes a number with no origin very badly.
Compare. If impressions are on plan but clicks are not, the problem is the creative. If clicks are there and conversions are not, the problem is the page. That is what an estimate is for: not to be right, to know where to look.
The ratio here is estimated revenue over ad spend. It does not count the hours of whoever builds and runs the campaign. For the full sum, add what comes out of the cost per post calculator.
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