eCPM CTR & page RPM

Table of Contents

What is eCPM

eCPM(effective cost per mile or effective cost per thousand impressions)

eCPM is the term generally used for banner ads. It compares the ad units in such a way. so that advertiser can easily compare the performance of ads. this term does not account for video ads.


=  ( Total earning of ad unit in a specific period of time / Total number of ad impression in same period of time)*1000



Click through rate is basically an indicator. it indicates that what is the probability of gettings clicks on your ads with respect to overall ad impression. The clicking of your ads mostly depends on the placement of ads on your web page. It also depends on the content of your web page.

CTR =  number of click /  total  number of ad  impression

CTR%=  (number of click / total number of ad impression )  * 100


PAGE RPM (revenue per thousand impressions)

As the name implies that page RPM is the revenue (Estimate earning )  to the number of page view multiply by 1000. for example, if you get 15-page views and your page revenue is .0015$  then your page rpm comes out to be 1$.

formula :   (Estimate earning / number of page view) *1000

so               =   (.0015/15)*1000


This is also an important terminology used in Google Adsense. Impression RPM is the estimate earnings per ad impression multiply by one thousand.

FORMULA =  (Estimate earning/ ad impression )*1000

Here the very important thing is that impression RPM is always less than page  RPM.

Because Google allows  three ads per page so if any web page has three ads on it then the ad impression is 3 times of page views so  this is the reason that Page rpm is always greater than  ad rpm

Page RPM > Impression RPM

Page rpm and impression rpm become equal if a web page contains only one ad in it. Then in this case page view becomes equal to ad impression.


Hii, welcome to beginners-blog!!!. Shailesh shakya is CEO & founder of Beginners-blogs . He likes to write about the blogging tips, Adsense, hosting, SEO etc….
He Started His Blogging Career out of Passion. But now it has Became Passion For him.