What is eCPM?
eCPM, or effective cost per mille, is the revenue earned or cost paid for every 1,000 impressions, no matter how the ad was sold. To find it, divide total earnings by impressions, then multiply by 1,000.
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How to calculate eCPM
Divide your total earnings by the number of impressions, then multiply by 1,000.
Why eCPM exists
Ad space is sold in different ways: by impression, by click, or by action. eCPM converts them all to the same measure, revenue per 1,000 impressions, so you can compare them directly.
It's most often used by publishers and app developers who want to know which ad sources and formats earn the most.
How advertisers use it
Advertisers also use eCPM to compare campaigns that are priced differently. A click-priced campaign and an impression-priced one can be put side by side by calculating what each costs per 1,000 impressions.
Limits of eCPM
eCPM measures money per impression, not the quality of the audience or the result of the ad. Read it with fill rate, viewability, and conversion data so you don't favor high eCPM that comes from poor user experience.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
What does eCPM stand for?
eCPM stands for effective cost per mille, which means effective cost per 1,000 impressions. For publishers it is often read as effective revenue per 1,000 impressions.
How do you calculate eCPM?
Divide total earnings by total impressions, then multiply by 1,000. For example, $600 earned on 100,000 impressions is a $6 eCPM.
What is the difference between eCPM and CPM?
CPM is the price per 1,000 impressions, either agreed up front or averaged from what you paid. eCPM converts any pricing model, such as cost per click or per action, into earnings or cost per 1,000 impressions, so different models can be compared.
What is a good eCPM?
It depends on the format, audience, and placement. Compare eCPM across your own ad sources over the same period rather than against a general number.
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