Calculator
Tip: If you know RPM, switch pricing model and leave impression settings as-is.
Example data table
These examples are illustrative and not benchmark values.
| Scenario | Sessions | Pages/Session | Ad Units/Page | Fill | Viewability | eCPM | Estimated Net / Month |
|---|---|---|---|---|---|---|---|
| Small blog | 12,000 | 1.4 | 2 | 80% | 65% | $1.80 | $78.00 |
| Growing niche site | 55,000 | 1.7 | 3 | 88% | 72% | $2.80 | $640.00 |
| News portal | 220,000 | 1.9 | 4 | 92% | 75% | $3.40 | $4,350.00 |
Your actual results depend on geography, device mix, ad quality, and demand.
Formula used
Traffic-based impressions:
- Pageviews = Sessions × Pages per session (or direct pageviews input)
- Ad requests = Pageviews × Ad units per page
- Filled impressions = Ad requests × Fill rate
- Viewable impressions = Filled impressions × Viewability
- Billable impressions = Viewable impressions × (1 − Loss%)
Revenue models:
- Gross (eCPM) = (Billable impressions ÷ 1,000) × eCPM
- Gross (RPM) = (Pageviews ÷ 1,000) × RPM
- Net = Gross × Revenue share (unless you selected “Net rate”)
How to use this calculator
- Pick Estimate from traffic or Use known impressions.
- Choose a pricing model: eCPM for impressions, RPM for pageviews.
- Enter your fill, viewability, and loss percentages.
- Set your revenue share, unless your rate is already net.
- Optionally enable ad mix to weight different inventory rates.
- Press Submit to see results above the form.
- Use Download CSV or Download PDF after calculating.
FAQs
1) What’s the difference between CPM and eCPM?
CPM is the listed price per 1,000 impressions. eCPM reflects what you actually earned per 1,000 impressions after demand, targeting, and delivery effects.
2) How does fill rate change revenue?
Fill rate is the percent of ad requests that get an ad. Low fill means fewer served impressions, which reduces billable impressions and revenue, even with strong traffic.
3) Why include viewability?
Many buyers pay more for viewable inventory. If viewability is weak, fewer impressions qualify as viewable, lowering effective earnings and the impressions your reports count as valuable.
4) What does “loss” represent?
Loss models reductions from adblock, invalid traffic filtering, or unmonetized placements. It helps approximate billable impressions when raw request counts overstate what can actually earn.
5) When should I use RPM instead of eCPM?
Use RPM when your platform reports revenue per 1,000 pageviews. It’s convenient for content sites, because pageviews are often more stable than impression tracking across partners.
6) How accurate are monthly and yearly projections?
They assume your daily average remains steady. Seasonality, ad demand, device mix, and traffic sources can shift quickly, so treat projections as directional planning numbers.
7) How can I improve ad impressions revenue?
Improve viewability, reduce layout shifts, use faster pages, test placement density carefully, and keep invalid traffic low. Better audience quality and higher demand geos often lift rates.
8) Can I use this for different currencies?
Yes. Currency here is for display and exports. Enter rates in the same currency you want to read in results, and keep inputs consistent across your reports.