What is eCPM
eCPM(effective cost per mile or effective cost per thousand impression)
ecpm is the term generally used for banner ads .it compares the ad units in such a way . so that advertiser can easily be 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
CTR (CLICK THROUGH RATE)
click through rate is basically an indicator. it indicates that what is the probability of clicking on your ads with respect to overall ad impression. clicking of your ads mostly depend 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 impression)
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 view 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 a important terminology used in google adsense. it implies that impression RPM is the Estimate earning 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 ad 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 web page contains only one ad in it . then in this case page view become equal to ad impression.