About the eCPM & RPM Calculator
This eCPM and RPM calculator converts your ad earnings into the two metrics publishers use to compare performance. eCPM (effective cost per mille) is what you earn per 1,000 ad impressions; page RPM (revenue per mille) is what you earn per 1,000 pageviews. Enter earnings, ad impressions and pageviews for any period and it calculates both, plus ads per page and a revenue projection for a traffic level you choose.
It is built for bloggers, niche-site owners, app developers and media teams using AdSense, Ad Manager, Mediavine, Raptive, Ezoic or a header-bidding setup. eCPM tells you how well each ad slot is monetised; RPM tells you what your traffic is worth, which is the number to use when forecasting income or valuing a site.
The projection simply scales your current RPM to a different pageview count. Real RPM moves with seasonality (Q4 is usually strongest, January weakest), audience geography, device mix, niche and ad layout, so treat the forecast as a baseline rather than a guarantee.
With the default inputs, the ecpm (per 1,000 impressions) is $2.50. Change any value above to recalculate instantly.
How to use the ecpm & rpm calculator
- 1Copy earnings, ad impressions and pageviews for the same date range from your ad dashboard.
- 2Enter them into the calculator.
- 3Read eCPM and page RPM, and check how many ads each page shows.
- 4Enter a future monthly pageview figure to project revenue.
Formula and method
eCPM divides total ad earnings by the number of ad impressions served and multiplies by 1,000, giving revenue per thousand impressions regardless of whether advertisers paid per click, per impression or per action. Page RPM uses pageviews instead of impressions, so it captures how many ads each page shows as well as how much each ad earns.
The two are linked: RPM = eCPM × ads per pageview. The revenue projection multiplies RPM by the pageviews you enter and divides by 1,000, assuming the same RPM holds at the new traffic level. The yearly figure is the monthly projection × 12.
- eCPM
- Effective revenue per 1,000 ad impressions
- RPM
- Revenue per 1,000 pageviews
Worked examples
$250 from 100,000 impressions and 40,000 pageviews
$250 ÷ 100,000 × 1,000 = $2.50 eCPM, and $250 ÷ 40,000 × 1,000 = $6.25 page RPM because each page shows 2.5 ads. At 100,000 pageviews a month that RPM projects $625 a month, or $7,500 a year.
Premium ad network site
Earning $4,200 on 600,000 impressions is a $7 eCPM. With four ads per page the page RPM is $28, so doubling traffic to 300,000 pageviews would project about $8,400 a month.
Small blog, one ad per page
With one ad per page, eCPM and RPM are both $1.50. Reaching 50,000 monthly pageviews at the same RPM would bring in about $75 a month.
Frequently asked questions
What is the difference between eCPM and RPM?+
eCPM is revenue per 1,000 ad impressions and measures how well each ad is monetised. Page RPM is revenue per 1,000 pageviews and measures what your traffic is worth. RPM equals eCPM multiplied by the average number of ads per page.
What is a good RPM for a website?+
There is no single benchmark because RPM depends on niche, audience country, device mix, ads per page and the ad network. Finance, B2B and US-heavy audiences on premium networks typically earn several times more per 1,000 pageviews than general-interest sites with mostly international traffic, so track your own RPM month over month.
How is eCPM different from CPM?+
CPM is the price an advertiser pays per 1,000 impressions on a CPM-priced campaign. eCPM is a publisher metric that converts all earnings — CPC, CPM and CPA — into an effective per-1,000-impression figure so different demand sources can be compared.
Why does my RPM drop in January?+
Advertisers spend heavily in the fourth quarter for holiday shopping and reset budgets in January, so auction prices fall at the start of the year. Many publishers see RPM drop sharply in January before recovering through the spring.
How can I increase my eCPM?+
Common levers are improving viewability, using well-placed ad units, adding header bidding or a premium network, growing traffic from high-value countries, improving page speed and creating content in higher-paying niches.