eCPM Calculator
Enter revenue and impressions to calculate eCPM instantly. eCPM helps you understand earnings per 1,000 impressions.
What is eCPM?
eCPM means “effective cost per mille”, but in practice it’s often used as an earnings metric: how much revenue you earn per 1,000 impressions.
Key Takeaways
eCPM is about revenue per 1,000 impressions.
CPM is about cost per 1,000 impressions.
Two campaigns can have the same CPM but different eCPM if revenue differs.
eCPM is helpful for ranking sources, but it’s not the whole story—volume and stability matter too.
When you compare eCPM, keep geo, format, and traffic quality in mind (they can change revenue a lot).
eCPM vs CPM (quick comparison)
People often mix these up because both are “per 1,000 impressions,” but the numerator changes. CPM answers “what did I pay?” eCPM answers “what did I earn?” Use this table as a quick mental model, then choose the calculator that matches your question.
| Metric | Meaning | Formula | Used for |
|---|---|---|---|
| CPM | How much you pay for 1,000 impressions | CPM = (Cost / Impressions) × 1000 | Advertisers comparing reach cost |
| eCPM | How much you earn per 1,000 impressions | eCPM = (Revenue / Impressions) × 1000 | Publishers measuring monetization |
| RPM | Revenue per 1,000 views (or another non-ad denominator) | RPM = (Revenue / Views) × 1000 | Creators/publishers comparing revenue when “impressions” aren’t ad impressions |
Examples
Two quick examples you can verify with a calculator.
| Input | Output | Note |
|---|---|---|
| Revenue $50 and Impressions 10,000 | eCPM $5.00 | (50 / 10000) × 1000 = 5 |
| Revenue $120 and Impressions 40,000 | eCPM $3.00 | (120 / 40000) × 1000 = 3 |
| Revenue $900 and Impressions 300,000 | eCPM $3.00 | (900 / 300000) × 1000 = 3 |
| Revenue $250 and Impressions 25,000 | eCPM $10.00 | (250 / 25000) × 1000 = 10 |
| Revenue $75 and Impressions 50,000 | eCPM $1.50 | (75 / 50000) × 1000 = 1.5 |
How to Use
Step 1
Enter your revenue amount for the period you want to analyze (daily, weekly, or campaign-level).
Step 2
Enter total impressions for the same period and the same definition of an impression used in your report.
Step 3
The calculator computes eCPM instantly: revenue per 1,000 impressions.
Step 4
Use eCPM to compare monetization across sources, partners, or placements—higher eCPM means higher revenue per thousand.
Step 5
Sanity-check volume: a slightly lower eCPM with much higher impressions can still earn more total revenue.
Step 6
When eCPM changes, check geo mix, ad format mix, and seasonality before assuming something “broke”.
Step 7
Track eCPM alongside fill rate and viewability so you understand whether changes come from price, demand, or supply.
Frequently Asked Questions
eCPM is commonly used to compare revenue efficiency across traffic sources, placements, or ad partners. It tells you earnings per 1,000 impressions.
No. CPM is cost per 1,000 impressions. eCPM is effective earnings per 1,000 impressions (often based on revenue).
eCPM can change due to seasonality, geo mix, traffic quality, ad formats, fill rate, and auction competition.
Not automatically. eCPM is revenue per thousand, but it doesn’t tell you total revenue by itself. A source with high eCPM but very low volume might earn less overall than a scalable source with slightly lower eCPM. Use eCPM for ranking efficiency, then check impression volume and stability before you make decisions.
Yes. If fill rate drops, you may serve fewer ads or lower-quality inventory, which can reduce revenue and change the impression mix. That often moves eCPM. When eCPM changes, it’s worth checking fill rate, viewability, and ad format mix so you know whether the change is demand-side (price) or supply-side (availability).
Use a period that has enough volume to be stable. Daily numbers can be noisy for small sites; weekly or monthly can smooth out variance. For campaign analysis, align the revenue and impression window exactly to the campaign flight, otherwise eCPM can be misleading.
Traffic volume alone doesn’t guarantee monetization. Geo mix (tier‑1 vs tier‑3), audience quality, ad formats, viewability, and advertiser demand all matter. If traffic grows but it shifts toward lower-value regions or low-viewability placements, eCPM can drop even while impressions rise.
You shouldn’t mix denominators. eCPM assumes impressions are comparable across the items you’re comparing. If one report uses ad impressions and another uses page views, the numbers won’t be apples-to-apples. Standardize the denominator first or keep comparisons within the same reporting system.