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eCPM Calculator — Effective Cost or Revenue per 1,000 Impressions

Calculate eCPM (effective cost or revenue per 1,000 impressions) from earnings and impressions, or convert a CPC and CTR, or a CPA and conversion rate, into eCPM to compare ad campaigns and networks.

Calculate eCPM from

Earnings or ad cost

Impressions

Cost (or payout) per click

Click-through rate

Cost (or payout) per action

Conversion rate (clicks to actions)

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How it works

eCPM = earnings (or cost) ÷ impressions × 1,000 · From CPC: eCPM = CPC × CTR × 1,000 · From CPA: eCPM = CPA × CTR × conversion rate × 1,000

eCPM — effective cost per mille — turns any pricing model into a cost or revenue per 1,000 impressions so campaigns can be compared on one scale. Publishers and app developers use it to compare ad networks that pay per click, per install or per impression; advertisers use it to see what a CPC or CPA campaign really costs for the reach it buys. The conversions here are exact when the click-through and conversion rates are averages for the same traffic.

Worked example

An app earns $250 from 100,000 ad impressions: eCPM = 250 ÷ 100,000 × 1,000 = $2.50. At a 1.2% click-through rate that is the same as earning about $0.208 per click.

Sources: Investopedia — Cost per thousand (CPM)

Frequently asked questions

What is the difference between CPM and eCPM?

CPM is a price you agree to pay (or get paid) per 1,000 impressions. eCPM is calculated after the fact from actual earnings or cost, whatever the pricing model — so a CPC or CPA campaign also has an eCPM.

How do I convert CPC to eCPM?

Multiply the cost per click by the click-through rate (as a decimal) and by 1,000. A $0.50 CPC at a 1.2% CTR equals 0.50 × 0.012 × 1,000 = $6.00 eCPM.

What is a good eCPM?

It varies widely by ad format, country, season and audience. Rewarded video and premium web traffic in high-income countries earn the most; banner ads in low-income markets the least. Compare eCPM between your own networks and placements rather than with a single benchmark.

Is eCPM the same as RPM?

They are close. RPM usually means a publisher’s revenue per 1,000 page views (or video views), while eCPM is per 1,000 ad impressions. A page with several ads has a higher RPM than the eCPM of each ad.

Related calculators

Cost Per Mille (CPM) Calculator

Convert ad spend and impressions into CPM — the cost per thousand impressions — and the reach a budget will buy.

Cost Per Click (CPC) Calculator

Work out your average cost per click from ad spend and clicks — and how many clicks a budget will buy.

Click-Through Rate (CTR) Calculator

Click-through rate from clicks and impressions — or solve for the clicks or impressions a CTR implies — with a confidence interval, channel benchmarks (search, display, social, email), CPC, CPM, conversion rate, CPA and ROAS from spend and conversions, email click-to-open rate, an A/B significance test and the clicks needed to reach a target CTR.

Website Ad Revenue Calculator

Estimate how much a website or blog earns from display ads like AdSense: monthly, daily and 12-month revenue from pageviews and page RPM, with traffic growth, and the traffic needed for a target income.

YouTube RPM Calculator

Estimate your real YouTube ad payout and effective RPM from monthly views, CPM, monetized-views %, invalid traffic and withholding tax — after YouTube’s 45% cut.

This calculator is for educational purposes. Double-check important results before acting on them.