How to Calculate Ad Revenue & CPM
Model publisher revenue from pageviews, fill rate, CPM and click value.
How this number is built
Calculating it yourself
Step 1
Use real pageviews from analytics, not sessions or visits.
Step 2
Count only viewable ad units, since unviewed inventory rarely monetises.
Step 3
Take CPM from your actual reporting rather than a published average.
Step 4
Apply your fill rate — unfilled inventory earns nothing.
Step 5
Track RPM per thousand pageviews as the metric that actually compares periods.
What people ask next
CPM or RPM?
CPM prices ad impressions. RPM tells you what a thousand pageviews earn, which is the number that matters to a publisher.
Why do finance pages earn more?
Advertisers bid against the value of a converted customer. A mortgage or legal lead is worth far more than a general click.
Searches this page answers
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