See how your campaign numbers compare with UK benchmarks
Put in your spend, impressions and clicks and this works out your CPM, CPC, CTR and ROAS, set against typical UK ranges for each channel. It won't tell you whether your campaign worked, only whether the price you paid looks ordinary or out of line.
How to use the CPM & CPC Benchmark Comparator
The CPM & CPC Benchmark Comparator takes the cost per thousand impressions or cost per click you're paying on a campaign and sets it against typical UK ranges for that channel, so you can see whether a number from your dashboard is ordinary or worth questioning. It works from the figures you enter, so an unusual or mistaken input can throw up a reading that doesn't match your campaign, and it's worth treating as a starting point. This guide is for anyone running ads without an agency behind them, and below you'll find what to type in and how to read what comes back.
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Enter your campaign figures
You enter the spend, impressions or clicks, and the channel, from the campaign you want to check.
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See where you sit against UK benchmarks
The comparator works out your CPM or CPC and places it alongside typical UK ranges for the channel you selected.
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Interpret and act on the result
You judge whether your cost sits where you'd expect for that channel, and whether it's worth raising with whoever manages the account.
CPM / CPC Benchmark Comparator
Select an advertising channel and your industry vertical to see indicative UK CPM and CPC benchmark ranges, what drives the variance, and how that channel compares to the alternatives. Use this to sense check quotes you have received from platforms or agencies.
| Channel | CPM range | CPC range |
|---|
These are indicative ranges for typical UK campaigns, not quotes. Actual costs vary by targeting, seasonality, creative quality, bidding strategy, and account history. Use them to sense check what platforms or agencies quote you, not as a guarantee of price.
Compare your CPM and CPC against UK benchmarks
Enter your campaign spend, impressions and clicks, and the comparator works out your CPM, CPC, CTR, CPA and ROAS, then sets them against typical UK ranges by channel. It's for anyone staring at a platform dashboard who wants to know whether those numbers are reasonable. The benchmark ranges are a rough guide rather than a verdict, and the result can be wrong if the figures entered are off.
Free to use, no sign-up, works on any device
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