CPC vs CPM: which pricing model is better for publishers?
How CPC and CPM pricing differ, how to compare them, and why publishers usually prefer to sell on CPM.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readCPC (cost per click) charges the advertiser for each click on an ad. CPM (cost per mille) charges for every 1,000 impressions, whether anyone clicks or not.
CPC vs CPM at a glance
| CPC | CPM | |
|---|---|---|
| Advertiser pays for | Clicks | Impressions |
| Risk for the publisher | High: no clicks, no revenue | Low: paid for delivery |
| Best for | Performance campaigns | Reach and brand campaigns |
How to compare them
eCPM from CPC = CPC × CTR × 1,000
Example: €0.50 × 0.2% × 1,000 = €1.00 eCPM
Illustrative numbers. CTR as a decimal: 0.2% = 0.002.
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What publishers should do
Sell on CPM where you can, and prove value with reach and results rather than clicks alone. Click rates on display ads are low, so CPC shifts most of the risk to the publisher.
More ad sales with data at Stampen Media, using Samhub.
Frequently asked questions
It depends on the click rate. With few clicks, CPM is cheaper per click; with many, CPC is.
Because they are paid for what they deliver, not for how the creative performs.
Display CTRs are usually well under one percent, which is why clicks alone undersell display.
Related terms
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