CPV vs CPM
One decision, one formula. A CPM buy beats a CPV buy when CPM < CPV x 1,000 x view rate. Everything else is commentary.
The breakeven, worked
Target the $0.024 in-stream average Store Growers, Google Ads Benchmarks, Q1 2026 at a 30% view rate: breakeven CPM = $0.024 x 1,000 x 0.30 = $7.20. Quoted a $6.50 CPM? The impression buy delivers views at $6.50 / 300 = $0.022 each, under the average: take it. Quoted $9.00? That is $0.030 per view: buy views instead. Run your own numbers in the interactive breakeven converter rather than re-deriving this table per meeting.
When each model fits
- Buy views (CPV)when watching is the outcome: consideration campaigns, message depth, anything you will report in view terms. You transfer view-rate risk to the platform; skips cost nothing on YouTube's 30s rule Google Ads Help, video ad views, 2026.
- Buy impressions (CPM) when reach is the outcome, when your creative reliably beats the view rate you fed the breakeven, or when open-market CPM deflation AdExchanger, CTV Roundup coverage, 2025-2026 pushes quotes under your breakeven.
- No choice sometimes.Objectives dictate models: TikTok Reach bills impressions, Google's CPV bidding lives in video campaigns Google, Ad tools bidding page, 2026, and CTV mostly sells CPM regardless of your preference (convert it: CTV solver).
The view-rate input is the whole game; measure it with the view rate calculator, and see CPV vs CPC for the click-side version of this decision. Bidding mechanics: CPV bidding.