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eCPM Calculator

Calculate effective CPM from ad revenue and impressions.

Example: $850
$
Example: 400,000
Example: $2,000
$

Review the result

eCPM
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Per 1M imps
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Target imps
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Formula quick reference

  • eCPM = revenue / ad impressions x 1,000
  • Revenue = eCPM x ad impressions / 1,000
  • Required impressions = target revenue / eCPM x 1,000
  • Fill-adjusted revenue = eligible impressions x fill rate x eCPM / 1,000

Worked example

App or publisher eCPM example

Inputs: $850 revenue and 400,000 ad impressions

Result: $2.13 eCPM

Note: That equals about $2,125 per 1 million ad impressions.

How to use this calculator

When eCPM is the right metric

Use eCPM when you are comparing ad networks, ad formats, or placements by impression-level revenue.

eCPM vs CPM

CPM is usually the buyer's cost per 1,000 impressions. eCPM is usually the publisher's effective revenue per 1,000 impressions.

eCPM for app and publisher monetization

Use eCPM when comparing ad networks, formats, countries, placements, or app ad units by revenue per 1,000 ad impressions.

eCPM vs Page RPM

eCPM uses ad impressions. Page RPM uses pageviews. A page or screen with multiple ads can have several impressions per view.

How fill rate changes real revenue

High eCPM can still produce weak total revenue if fill rate is low. Pair eCPM with eligible impressions and fill rate before making network decisions.

Common mistakes

  • Using buyer-side CPM language when reporting publisher revenue.
  • Ignoring fill rate, refresh rules, and ad format mix.
  • Comparing rewarded video eCPM with banner eCPM as if the formats had the same user value.

What the result means

  • Good eCPM varies by app category, country, ad format, placement, demand source, and seasonality.
  • Compare eCPM within the same format and audience segment whenever possible.

eCPM Calculator FAQ

What does eCPM mean?

eCPM means effective cost per mille, commonly used as revenue per 1,000 ad impressions.

How do I calculate eCPM?

Divide revenue by ad impressions, then multiply by 1,000.

Is eCPM the same as Page RPM?

No. eCPM uses ad impressions; Page RPM uses pageviews.

Is eCPM revenue or cost?

For publishers, eCPM is usually revenue per 1,000 ad impressions. For buyers, CPM describes cost per 1,000 impressions.

What is a good eCPM for apps?

It depends on country, format, category, placement, and demand source. Rewarded video often differs from banners or interstitials.

How is eCPM different from RPM?

eCPM uses ad impressions. RPM can use pageviews, sessions, or other views depending on the report.