Ads
CPM
Also called Cost per mille, Cost per thousand impressions.
CPM is the cost of showing your ad 1,000 times.
Mille means thousand. If you spend $20 and your ad is shown 2,000 times, your CPM is $10. CPM tells you how much it costs to reach an audience, not whether the ad works.
Watch CPM with click-through rate: together they set your cost per click. A high CPM can mean a small or popular audience, such as a retargeting list. If CPM is fine but sales are low, fix the ad creative or the page, and test new creatives.
Go deeper
- How to test Facebook ad creativesD2CTest Facebook ad creatives on a small budget: give each new ad one stop line of 3 times what an order leaves, up to half your 14-day round, run 2 at a time in Meta's creative testing tool inside the campaign that sells, make 4 new ads a day and post the best free, and every Sunday keep only those Shopify shows selling at or under break-even.
- How to run Meta ads for a Shopify storeD2CRun Meta ads for a Shopify store on a small budget: check you are ready, connect the store with Shopify's free Facebook & Instagram app and a test order, launch one Sales campaign locked to 10 times what an order leaves over 14 days, turn off losing ads daily, and raise 20% or stop every Sunday on Shopify's orders.
- How much to spend on adsSet your first ad budget from what one sale leaves you: a yes-or-no check by business type, a test limit of 10 times that number over 14 days locked in Google, Meta or LinkedIn, a daily stop line at 3 times, and a Sunday rule to raise 20% or stop.
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