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eCPM Calculator

Find your eCPM from ad revenue and impressions.

How it is calculated

eCPM is the revenue earned per 1,000 ad impressions: eCPM = revenue / impressions × 1000. Revenue is the total earnings in your currency for the period and impressions is the count of ads actually shown in that same period. The tool returns nothing when impressions is zero or negative, since the ratio is undefined.

Because it normalises everything to 1,000 impressions, you can compare ad networks, ad formats, countries or days of different size on one scale, even when the money came from clicks, installs or flat deals. Use the same period and the same impression definition on both sides, otherwise the comparison is skewed.

Worked example

An app earned 45.60 from 12,000 impressions in a day. Revenue per single impression is 45.60 / 12,000 = 0.0038. Multiplying by 1,000 gives the eCPM: $3.80. In other words, every thousand ads shown earned about 3.80 on average that day.

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Common mistakes

  • Using ad requests or ad-network fills instead of the impressions actually rendered; the eCPM then looks lower than it is.
  • Dividing by 1,000 impressions already in thousands, such as entering 12 when the report says 12K as a raw count.
  • Mixing revenue from one period with impressions from another.
  • Comparing eCPMs of different currencies without converting them first.

Sources

About this calculator

eCPM (effective cost per mille) normalizes any kind of ad revenue into a single comparable figure: (total revenue ÷ total impressions) × 1,000, the earnings per thousand impressions regardless of whether the underlying deal was CPC, CPI, or a flat sponsorship.

Mobile app and game publishers use it to compare ad network performance across different waterfall placements (banner, interstitial, rewarded video), while ad ops teams use it to benchmark one country or ad unit against another even when the pricing models behind them are completely different.

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Comments (1)

  • Editorial team

    eCPM lets you put different income sources on one scale, because any revenue, whether from clicks, sign-ups or flat sponsorships, is divided by the same impressions. Make sure the impression count comes from the same system as the revenue figure and covers the same dates, since ad-server and network reports often count differently. The result is revenue per 1,000 impressions, and it is shown with a dollar sign whatever your currency. Which kind of revenue do you earn most from?

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