The Formula and Example

Before we dive into complexities, let’s get straight to the point: What is cost per reach, and how do we calculate it?

The formula to calculate cost per reach is incredibly simple: CPR = TC / R


  • CPR is the cost per reach
  • TC is the total advertising cost
  • R is the total reach (unique people)

Example: If you spend $25,000 on advertising and reach 50,000 unique people, the cost per reach is: CPR = $25,000 / 50,000 CPR = $0.50 per unique person reached

The Big Problem with Advertising Metrics

Why bother with cost per reach? What’s wrong with other advertising metrics?

In an era filled with advertising metrics, cost per reach (CPR) is a key performance indicator. It’s not just a number; it’s a measure of how effectively your advertising dollars are spent.

Strategies to Maximize Your Reach and Minimize Cost

  1. Know Your Audience: Tailor your ads to the right people.
  2. Choose Your Platforms Wisely: Go where your audience is.
  3. Quality over Quantity: Make every impression count.

How can you implement these strategies? What tools are available to monitor CPR?

A Practical Guide to Mastering CPR

  1. Analyze Your Current CPR: Start with understanding your current figures.
  2. Set Realistic Goals: Aim for a CPR that aligns with your budget and audience.
  3. Implement Solutions: Apply the strategies mentioned above.
  4. Monitor and Adjust: Watch the numbers and adapt as needed.

For more in-depth insights, check out “Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit” by Joe Pulizzi and Robert Rose.


Cost per reach isn’t just a mathematical formula; it’s a vital component in assessing the effectiveness of your advertising campaigns.

Understanding this simple equation and applying the strategies to reduce CPR can transform how you approach advertising.

Remember, every cent counts and cost per reach helps ensure your spending reaches its potential. Are you ready to redefine your advertising success?


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Leo Celis