Cost per Impression (CPI), Cost per Click (CPC), and Cost per Order (CPO)

In the previous lesson, key digital marketing cost metrics were introduced: cost per impression (CPI), cost per click (CPC), and cost per order (CPO). Let’s consider the following simple example to calculate these three cost effectiveness indicators.


An Internet retailer spent €24,000 on online advertising and generated 1.2 million impressions, which led to 20,000 clicks, with 1 in 10 clicks resulting in a purchase.