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Free tool · Programmatic and media math
Max CPM & CPC Calculator
Start from what a won deal is worth and how your funnel converts. The calculator works back to the highest cost per opportunity, lead, click and thousand impressions you can afford.
- Free, no sign-up
- Runs in your browser
- Checked 19 October 2026
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How it works
How to use the Max CPM & CPC Calculator
- Enter deal value and the share you'll spend on media to win it.
- Enter your funnel rates from CRM data.
- Compare the max CPC and CPM with what each channel charges.
| What | How it's worked out |
|---|---|
| Max cost per deal | Deal value × acquisition share |
| Max cost per opportunity | Max cost per deal × win rate |
| Max cost per lead | Max cost per opportunity × lead-to-opportunity rate |
| Max CPC | Max cost per lead × conversion rate |
| Max CPM | Max CPC × CTR × 1,000 |
From our media team
How to use the result
- Use CRM rates, not benchmarks. Win rate and lead-to-opportunity rate decide the answer more than any media price.
- The acquisition share is a finance decision. Tie it to CAC payback and gross margin, not to last year's budget.
- Low max CPM? Fix the funnel before the media. A better landing page lifts every channel's ceiling at once.
Read next
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Questions
Straight answers.
How do I calculate the maximum CPM I can pay?
Multiply the max cost per lead by your landing page conversion rate to get max CPC, then multiply by CTR × 1,000 for max CPM.
What share of deal value should go to acquisition?
There's no standard. Many SaaS teams set it from a CAC payback target in months. Use the share that matches your margin and payback goal.
Should I include agency and tool costs?
This calculator covers media only. Subtract fees and tools from the share first if you want a full acquisition cost.
Why is my max CPC so low?
Usually because of a low win rate or landing page conversion rate. Improving either raises what every channel can afford.
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