Earned media value calculator
Put a dollar value on the reach and engagement a campaign earned, using values you set for each kind of interaction.
Calculated in your browser — nothing you enter is sent or stored.
How it’s calculated
EMV = impressions ÷ 1,000 × value per 1,000 + likes × value per like + comments × value per comment + shares × value per share + clicks × value per click + views × value per view.
There’s no single standard for earned media value — agencies and tools each use their own values. The defaults here are examples. The most defensible approach is to use what you actually pay in paid social for the same result: your CPM for impressions, your cost per click for clicks, and so on.
What EMV is for
Earned media value estimates what the attention a campaign earned — through influencers, word of mouth or organic posts — would have cost if you’d bought it as advertising. It’s useful for comparing campaigns and justifying budgets, as long as you use the same values every time.
Using it well
- Keep the values fixed across campaigns, or the comparison means nothing.
- Use your own ad costs where you have them — they’re easier to defend than industry figures.
- Report it next to real results: sales, sign-ups, leads. EMV measures attention, not revenue.
Why the breakdown matters
The breakdown under the total shows which kind of engagement created the value. A campaign whose EMV comes mostly from impressions reached a lot of people; one driven by clicks and comments engaged them. Both are useful — they just answer different questions.
Tips to improve your numbers
- Write down the values you used and reuse them for every report.
- Swap the example values for your own paid-social CPM and CPC.
- Count only genuine, organic engagement.
- Pair EMV with conversion data before calling a campaign a success.
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Frequently asked questions
Is there a standard EMV formula?
No. Different agencies use different values, which is why every value here is editable.
What values should I use?
Your own paid-social costs are best: CPM for impressions, CPC for clicks.
Is EMV the same as revenue?
No. It values attention, not sales. Report it alongside real outcomes.
Is my data stored?
No, the calculation runs in your browser.