How to use the eCPM and RPM calculator
Enter what you earned and the impressions, page views, and active users for the same period. The calculator turns them into three per-1,000 numbers that make different ad formats comparable.
The formulas
eCPM = earnings / ad impressions x 1,000
Page RPM = earnings / page views x 1,000
Revenue per 1,000 users = earnings / active users x 1,000eCPM measures what one ad slot earns. RPM measures what your whole page or session earns, however many ads it carries. Revenue per user is the fairest way to compare an offerwall with banners, because an offerwall earns from the users who open it, not from impressions.
A worked example
A site earns $250 from 120,000 ad impressions on 80,000 page views by 20,000 users. Its eCPM is $2.08, its page RPM is $3.13, and it earns $12.50 per 1,000 users. If an offerwall added to the same site earned another $186 from those 20,000 users, that is $9.30 per 1,000 users without a single extra banner. These figures are illustrative.
How to raise your RPM
- Add formats that earn from engagement rather than impressions, such as an offerwall or rewarded ads. Offerwall vs rewarded video compares the two.
- Place them where users already look for rewards. Offerwall placement shows what works.
- Watch revenue per user, not just eCPM: more ads can raise eCPM revenue while pushing users away.
Frequently asked questions
How do you calculate eCPM?
Divide earnings by impressions and multiply by 1,000. $250 from 120,000 impressions is an eCPM of about $2.08.
What is the difference between eCPM and RPM?
eCPM is earnings per 1,000 ad impressions. RPM is earnings per 1,000 page views or sessions, so it counts every ad on the page together.
How do I compare an offerwall with banner ads?
Use revenue per 1,000 users. An offerwall does not earn per impression, so eCPM does not fit it, but revenue per user works for every format.