B2B data glossary Definition

Cost per Impression

Cost Per Impression (CPI) is a digital marketing metric that calculates the cost incurred each time an advertisement is displayed to a potential customer.

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Definition

Definition: Cost per Impression

Cost Per Impression (CPI) is a digital marketing metric that calculates the cost incurred each time an advertisement is displayed to a potential customer. Cost Per Impression is pivotal in digital marketing and sales automation as it allows businesses to measure the efficiency and reach of their advertising campaigns. Unlike cost per click (CPC) or cost per acquisition (CPA), CPI focuses on the number of times an ad is viewed, regardless of user interaction, making it a valuable metric for brand awareness campaigns. By analyzing CPI, marketers can assess the visibility of their ads and allocate budgets more effectively to maximize reach. This metric is particularly useful when aiming to boost brand recognition in crowded markets. Understanding CPI helps organizations optimize their advertising strategies to ensure they are cost-effective while achieving broad exposure, ultimately enhancing the return on investment (ROI) for marketing efforts.

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Example

Example of Cost per Impression

For example, a B2B software company launching a new sales automation platform might set aside $5,000 for a banner ad campaign on industry websites. After running for one month, their ads generated 500,000 impressions, resulting in a CPI of $0.01 ($5,000/500,000). The marketing team compares this to their previous campaign that had a CPI of $0.015 and concludes that their current ad creative and placement strategy is more cost-efficient for building awareness. They decide to maintain this approach while A/B testing different visuals to potentially lower the CPI further, allowing them to reach even more potential customers within the same budget.

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