Outbrain CPM (vCPM)

cpm

Overview

Outbrain Cost Per Mille (Outbrain CPM) measures the Outbrain-reported cost per 1,000 Outbrain ad impressions.

📘

Outbrain CPM = (Outbrain Ad Spend / Outbrain Impressions) x 1000

The calculation is based on data from the Ads table.

Detailed Breakdown

The formula above is derived from the following components:

Ad Spend = SUM(spend) --> Ads table
Clicks = SUM(impressions) --> Ads table
Outbrain Ads = where channel = 'outbrain'

Insights and Actions

Outbrain CPM reveals how much you're paying per 1,000 impressions on Outbrain, providing insight into ad cost efficiency. Monitoring CPM helps you evaluate if your ads are reaching audiences at a sustainable rate.

• Evaluate Ad Cost Efficiency: High CPM may indicate that Outbrain ads are becoming costly per impression. To lower CPM, consider broadening targeting criteria or adjusting ad placements.
• Optimize Budget Allocation: If CPM is low and performance is satisfactory, consider increasing budget to expand reach while maintaining cost efficiency.
• Enhance Ad Quality: A high CPM can sometimes be tied to ad quality. Test different creatives or messaging to improve relevance and potentially reduce CPM.

Related Metrics

• Outbrain Impressions: Shows total ad reach. Pair with CPM to ensure impressions are being generated at a cost-effective rate.
• Outbrain Clicks: Provides context for engagement levels relative to impressions, helping determine if CPM translates into meaningful actions.
• Outbrain ROAS: Helps assess if revenue generated is enough to justify the CPM, ensuring ad spend drives profitable returns.

Example Use

Prompt

What's my Outbrain CPM for yesterday?

Response

Query

SQL

SELECT
  COALESCE(
    SUM(adt.spend) / NULLIF(SUM(adt.impressions), 0),
    0
  ) * 1000 AS cpm
FROM
  ads_table AS adt
WHERE
  adt.event_date = CURRENT_DATE() - 1
  AND adt.channel = 'outbrain';