CPE (Cost per Engagement)

The cost per like, comment, share, or save on a creator post — the engagement-focused complement to CPM.

CPE divides the total spend by the total engagement (likes + comments + shares + saves) on a sponsored post. Where CPM treats every impression as equal, CPE only counts the people who actively interacted.

Healthy CPE varies dramatically by platform and niche. Instagram averages €0.10-€0.40 per engagement, TikTok €0.05-€0.20, YouTube €0.20-€0.80. Brands targeting consideration-funnel goals (newsletter signups, app downloads) often use CPE as their primary efficiency metric.