Influencer Marketing Glossary
What Is CPV (Cost Per View)
CPV measures how much you're paying for each individual view of a piece of influencer content — a core efficiency metric for awareness-stage, video-heavy campaigns.
CPV (Cost Per View) measures how much you're paying, on average, for each individual view of a piece of influencer content. It's most useful for video-heavy, awareness-stage campaigns where reach and exposure matter more than active engagement.
The formula
CPV = total campaign cost ÷ total views.
A worked example
A creator is paid $600 for a video post that reaches 30,000 views. CPV = $600 ÷ 30,000 = $0.02 per view.
Why it matters
CPV is the clearest efficiency metric for pure-reach, awareness-stage campaigns — it strips out engagement entirely and asks a simpler question: how cheaply are you getting your content in front of people? This makes it especially useful when comparing macro or celebrity creators against each other, since awareness-stage placements are judged primarily on reach efficiency, not engagement depth.
CPV vs. CPE — which should I use?
CPV measures cost per passive view (someone saw the content, whether or not they engaged); CPE measures cost per active interaction. Use CPV when your goal is awareness and reach; use CPE when your goal is building engagement or trust. Most full-funnel campaigns track both, applying CPV to the awareness stage and CPE (or ROAS) further down the funnel. See The Influencer Marketing Funnel for how this maps out.
Setting a CPV ceiling before negotiating
As with CPE, calculate your maximum acceptable CPV before negotiating a specific creator's rate, rather than reacting to their asking price with no anchor number. Echooo AI's CPV/CPE Calculator (PKR/AED supported) is built for exactly this.
Related terms
See What Is CPE (Cost Per Engagement) for the active-interaction counterpart to this metric, and What Is EMV (Earned Media Value) for how view counts factor into a broader ad-equivalent value estimate.
Frequently asked questions
Does CPV apply to image posts, or only video?
It technically applies to any content type with a countable "view" metric, but it's most meaningful for video content (Reels, TikToks, YouTube Shorts, long-form YouTube), since static image posts on most platforms don't report a comparable view count the way video does.
What's a "good" CPV?
There's no universal benchmark — it varies significantly by platform, format, and creator tier. Set your own ceiling based on what a single view is realistically worth to your specific campaign goal, rather than anchoring to a generic published figure.
Keep reading
More from Influencer Marketing Glossary
What Is Fake-Follower Score
Fake-Follower Score is a 0–100 estimate of how much of a creator's audience is likely bots, inactive accounts, or purchased followers. Here's how it's calculated and how to read it.
What Is ROAS (Return on Ad Spend)?
ROAS measures revenue generated per dollar spent on an influencer or ad campaign. Here's the formula, a worked example, and how to read a "good" ROAS in context.
What Is EMV (Earned Media Value)?
EMV estimates the equivalent paid-media cost of organic influencer content — what you'd have paid in ads to get the same reach and engagement for free.