Free Calculator
Earned Media Value Calculator
Put a defensible dollar figure on the organic LinkedIn reach your B2B event generates. Every assumption is stated and editable — delivered impressions, CPM, and an honest engagement adjustment. No invented multipliers.
Your event's sharing reach
Well-run campaigns land at 20-40%. See the benchmark report.
Delivered impressions from post analytics — not connection counts. LinkedIn organic delivery typically lands at 50-150 per share.
$30-45 is a planning placeholder for B2B LinkedIn. Replace it with your own campaign CPMs when you have them.
Engagement adjustment
Keep 1.0 unless you can publish the reasoning. Credibility belongs in your conversion rates, not in a multiplier.
Your earned media value
Earned media value per event
11,250 ÷ 1,000 × $35 × 1.0
This is a budget-equivalence figure: what buying the same delivered impressions would cost at your stated CPM. It is not revenue or pipeline — for the full method and its limits, read the earned media value guide.
Track Real Impressions With AttendirThe Formula
How this calculator works
EMV = (Delivered impressions ÷ 1,000) × Channel CPM × Engagement adjustment
Impressions, not connections
Network size is not reach. The feed algorithm delivers any single post to a fraction of a person's network, so this calculator asks for delivered impressions per share — the number most EMV models silently inflate.
A CPM you can defend
The default $35 CPM is a stated planning placeholder for B2B LinkedIn, not a published rate. Your own campaign CPMs are always the better input — the result inherits the credibility of the CPM you choose.
No trust multipliers
Peer content earns more trust than ads — and that trust shows up in conversion metrics you can measure, not in a 3× multiplier. The adjustment here stays between 0.8 and 1.2.
From estimate to measurement
A calculator gives you a planning estimate; per-advocate tracking replaces it with measured data. Attendir gives every attendee a branded LinkedIn sharing card and a tracked landing page, so you see actual clicks and registrations per advocate — the measured inputs an honest EMV model needs. Pair this figure with registration-based ROI to cover both sides of the budget conversation.
Frequently asked questions
What CPM should I use to calculate earned media value on LinkedIn?
Use your own recent campaign CPMs whenever you have them — they are the only numbers you can fully defend. Without campaign history, $30-45 is a reasonable planning placeholder for B2B LinkedIn feed placements. Whichever number you pick, state it next to the result; an EMV figure is only as credible as its stated CPM input.
What counts as an impression in an EMV calculation?
Delivered impressions from post analytics — never connection or follower counts. The feed algorithm shows any single post to a fraction of a person's network, so network size dramatically overstates reach. If you cannot access post analytics, model impressions from measured clicks divided by a stated click-through rate.
Is earned media value the same as advertising value equivalency (AVE)?
EMV descends from AVE, which measurement bodies like AMEC explicitly reject as a measure of communications value. The defensible use of EMV is budget equivalence: it estimates what replacing your organic reach with paid media would cost. It is not revenue, not pipeline, and not proof of impact.
Should I apply a trust multiplier to peer-shared content?
No. Peer content is more credible than ads, but that credibility shows up in your measured conversion rates, not in a multiplier you invent. Keep the engagement adjustment at 1.0 unless you can publish the reasoning behind a different number.