What this is
The Campaign Pricing Calculator provides an estimated cost breakdown for a campaign before it is launched.
It shows the expected cost of campaign components such as:
Contact data used in the audience
Intent data
- Propensity Display Network advertising impressions
Video and CTV placements
Other campaign delivery components
This estimate helps you understand the expected campaign investment before launching.
Where to find the Pricing Calculator
The Pricing Calculator appears in the campaign Launch tab.
It automatically updates as you configure:
Audience size
Plays included in the campaign
Channels used
Budget and delivery settings
As these parameters change, the calculator updates the estimated campaign cost.
Understanding the pricing breakdown
The calculator displays a table with several columns:
| Column | Description |
| Data / Play Charges | The campaign component generating the cost |
| Quantity | Estimated volume (contacts or impressions) |
| Cost | Unit pricing used for the estimate |
| Total | Estimated cost for that component |
Types of charges shown
Contact Data
This cost reflects the contacts included in the campaign audience.
The calculator shows the number of contacts used and the estimated cost per contact.
Contact data costs are fixed and charged per unique contact.
Intent data
Intent data charges reflect accounts identified as showing research activity related to the intent topics used in the campaign. These signals help prioritize companies demonstrating interest in relevant subjects.
The Pricing Calculator estimates this cost based on the number of accounts associated with the selected intent signals.
Intent data costs are fixed.
Propensity Display Network Advertising
Propensity Display Network placements may include:
Display ads
Video ads
Connected TV (CTV)
These charges are typically calculated using CPM (cost per thousand impressions).
Propensity Display Network ad spend is variable and depends on campaign delivery.
The calculator estimates the number of impressions based on the campaign configuration.
Marketing Email and Direct Mail
Marketing Email and Direct Mail costs are fixed and charged per unique contact included in the campaign.
External advertising platforms
Some campaign channels use external advertising platforms such as:
LinkedIn
Facebook
Google
These platforms manage their own pricing and billing.
For these channels, the Pricing Calculator will indicate that pricing is set externally and that estimates should be reviewed directly in the platform’s ad manager.
Propensity does not charge for media spend on these external platforms.
Discounts
In some cases, discounts may be applied to the campaign pricing shown in the calculator.
Discounts are applied at the campaign level and are automatically reflected in the estimated totals displayed in the Pricing Calculator.
Examples of discounts include:
Previously Enriched Contact Discount: Applies when contacts included in the campaign audience were previously enriched within the last 90 days. In these cases, the platform may apply a discount rather than charging the full contact data cost again.
Uploaded Contact Discount: Applies when contacts are uploaded directly to the campaign audience. Up to 1,000 uploaded contacts per campaign may qualify for this discount.
Subtotal and campaign total
At the bottom of the calculator, you will see:
Subtotal: The combined cost of all applicable campaign components
Discounts: All discounts applied
Propensity Total: The total estimated cost of the campaign within Propensity
The calculator may also display an estimated cost per day based on the campaign duration.
When charges are applied
Data-related costs are applied based on usage, not only at launch.
Contact data, intent data, Marketing Email, and Direct Mail costs are charged when:
A play is launched, or
Contact data is exported (via download or CRM sync)
Propensity Display Network advertising costs are accrued over time based on campaign delivery.
These charges will appear on your next invoice, along with any media spend accumulated to date.
Important notes
The Pricing Calculator provides estimates only.
Actual delivery and spend may vary based on campaign performance.
Media spend for external platforms (such as LinkedIn or Facebook) is billed directly by those platforms.