Plan campaigns forward or backward: given your CPM rate, figure out the budget needed for a target number of impressions — or how many impressions a fixed budget buys.
Solve for budget or for impressions — whichever number you already know.
Budget = impressions ÷ 1,000 × CPM. Reverse it any time.
Check reach per $100 to compare campaigns and networks fairly.
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Plan, buy, measure.