eCPM, CPM and RPM
| Metric | Who uses it | Formula |
|---|---|---|
| CPM | Advertisers (what they pay) | Cost ÷ impressions × 1,000 |
| eCPM | Publishers (what they earn per ad impression) | Earnings ÷ impressions × 1,000 |
| Page RPM | Publishers (what they earn per page view) | Earnings ÷ page views × 1,000 |
eCPM combines every pricing model (CPM, CPC and CPA deals) into one comparable number, so you can compare ad networks or placements fairly.
Questions
How is eCPM calculated?
eCPM = total ad earnings ÷ impressions × 1,000. $240 from 80,000 impressions is a $3.00 eCPM.
What is the difference between eCPM and RPM?
eCPM is earnings per 1,000 ad impressions. Page RPM is earnings per 1,000 page views; a page with three ad slots can show three impressions per view, so RPM is usually higher than eCPM.
Buying ads instead? Use the CPM calculator.
Last reviewed 27 September 2026.