See how your CPM or CPC compares to UK benchmarks
Enter a channel and a rate to see how it sits against published UK benchmarks, so you can tell a fair price from an inflated one before you commit budget.
How to use the CPM & CPC Benchmark Comparator
The CPM & CPC Benchmark Comparator takes a cost figure you've been quoted, whether that's CPM (cost per thousand impressions) or CPC (cost per click), and sets it against typical UK ranges for that channel, so you can see whether a quote sits inside or outside the normal range. It's built for anyone sizing up a media plan or agency quote without a background in media buying, from SME owners to in-house marketers. Benchmarks shift with market conditions, and the comparison can be off for your specific campaign, so it's a starting point for a conversation.
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Enter your campaign figures
Type in the CPM or CPC you've been quoted and select the channel it applies to, such as paid social or programmatic display.
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Compare against the benchmark range
The tool sets your figure against the typical UK range for that channel, so you can see immediately where it falls.
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Read the result and decide your next step
Use the result to judge whether the figure is worth accepting, questioning, or negotiating given the channel and your campaign objective.
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.
Check your CPM and CPC against what other UK advertisers are paying
This tool sets the cost per thousand impressions (CPM) and cost per click (CPC) you're planning against typical ranges for UK campaigns, by channel. It's built for business owners and marketers who want a sense-check before committing budget. Benchmarks move with demand and audience, so treat the result as a starting point and read it alongside your own campaign numbers.
No sign-up · Works on any device · Free to use
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