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RPM Calculator

Turn revenue into RPM, or RPM into revenue.

RPM from revenue

Use one currency for every field. Nothing is converted.

Denominator

Same dates as the revenue. Must be greater than zero.

Clear

Page RPM

—

Revenue per 1,000 pageviews

revenue ÷ pageviews × 1,000

Enter revenue and pageviews. An empty field is not zero.

Revenue from a known RPM

Same-period revenue

—

Revenue for the same period

pageviews ÷ 1,000 × page RPM

Enter pageviews and a known page RPM for the same period.

How the calculator works

Two numbers from the same report period go in. Revenue per 1,000 pageviews or per 1,000 ad impressions comes out, with the working shown.

  1. Enter revenue

    Type the revenue for one period in one currency. The optional currency label only tags the readout.

  2. Pick the denominator

    Choose pageviews for page RPM or ad impressions for impression RPM, then enter that count for the same dates.

  3. Read the rate

    The figure updates as you type: revenue ÷ count × 1,000, rounded to four decimal places, with your numbers in the formula line.

  4. Turn a rate into revenue

    In the lower block, pageviews ÷ 1,000 × a known page RPM gives the revenue for the period those pageviews cover.

Pageviews or ad impressions per RPM unit
1,000
Denominators to choose from
2
Decimal places on the RPM
4
Decimal places on revenue
2

What the calculator returns

Two readouts sit beside the inputs. Each one names its denominator in the label and in the unit line.

  • Page RPM

    Revenue per 1,000 pageviews. Every ad on the page counts toward it, which suits tracking a site or a section over time.

    revenue ÷ pageviews × 1,000

  • Impression RPM

    Revenue per 1,000 ad impressions. It prices each ad shown, which suits comparing ad units, sizes or networks.

    revenue ÷ ad impressions × 1,000

  • Same-period revenue

    The reverse step: what a known page RPM earns over the pageviews you enter, for the period they cover.

    pageviews ÷ 1,000 × page RPM

  • Formula line

    Your two numbers with thousands separators, the × 1,000 step and the result, so the figure can be redone by hand.

  • Currency label

    An optional tag of up to 12 characters, such as USD, added to the unit line. It changes no figure.

  • Message line

    While there is no figure, one line under the readout says which number is missing or why it cannot be divided.

One month of revenue over two denominators

The worked example below uses made-up numbers for one site and one month. The same revenue gives two very different rates.

  1. Page RPM

    840 over 120,000 pageviews is 0.007 per pageview, or 7.0000 per 1,000. The readout keeps four decimal places and divides the full numbers you typed.

  2. Impression RPM

    The same 840 over 480,000 ad impressions is 1.7500 per 1,000. Only the denominator changed.

  3. Ads per page

    Page RPM divided by impression RPM equals ad impressions per pageview, here 4. If the ratio looks wrong for your layout, check that both counts cover the same dates and pages.

  4. Revenue from a rate

    The lower block multiplies pageviews by page RPM and divides by 1,000. Revenue shows two decimal places and no thousands separator.

How RPM lines up with eCPM, CPM and CTR

These identities hold when every number comes from the same report and the same dates. Each one is plain arithmetic you can check with the readout.

Page RPM from impression RPM
Page RPM = impression RPM × ad impressions per pageview. At 3 ad impressions per pageview, an impression RPM of 2.00 is a page RPM of 6.00.
Impression RPM and eCPM
In publisher reports, eCPM is revenue per 1,000 ad impressions: the same division as impression RPM. Pick ad impressions to get it here.
RPM from CTR and revenue per click
Impression RPM = ad CTR as a decimal × revenue per click × 1,000. With 1,200 clicks on the 480,000 ad impressions above, CTR is 0.0025 and each click brought 0.70, so 0.0025 × 0.70 × 1,000 = 1.75.
RPM next to a buyer's CPM
CPM is what an advertiser pays for 1,000 impressions. RPM is what the site earns per 1,000. When a network or exchange keeps a share in between, the site's rate for the same impressions comes out lower.

Reading a result

Both readouts share one layout: a label, the figure, a unit line and the working. This one shows a finished RPM above an empty revenue block.

  1. Label

    Page RPM while pageviews is picked, Impression RPM while ad impressions is picked. It switches with the denominator buttons.

  2. Figure

    The rate to four decimal places, worked out as you type.

  3. Unit line

    Revenue per 1,000 pageviews or per 1,000 ad impressions, then your currency label after a dot.

  4. Formula line

    Your revenue and count as read, with thousands separators and up to six decimals, then × 1,000 and the figure. Until both numbers are in, it shows the formula in words.

  5. Second readout

    Same-period revenue from the lower block, with the same currency label and two decimal places.

  6. Dash

    Holds the place of a figure until both numbers are in. A dash never stands for zero.

  7. Message line

    Says what is missing or why no figure can be shown. It goes away once there is a figure.

Result states

Each readout shows a figure, or a dash with one of these messages. The wording below is the wording on the workbench.

Result What it means What to do next
Page RPM
Revenue and pageviews are numbers and pageviews are above zero. The figure is revenue per 1,000 pageviews for that period.
Compare it with the same month a year earlier, or switch to Ad impressions for the per-ad rate.
Impression RPM
The denominator is ad impressions. The figure is revenue per 1,000 ads shown, lower than page RPM whenever pages average more than one ad impression.
Compare units or networks on this figure, each run with its own revenue and impressions.
Same-period revenue
Pageviews ÷ 1,000 × the known page RPM, with two decimal places. It covers the same period as the pageviews you entered.
Check that the RPM comes from a comparable month before you plan with it.
Enter revenue and pageviews
A field is empty, so the figure stays a dash and the message adds “An empty field is not zero.” Without JavaScript, the form returns “Revenue is required. Empty is not zero.”
Fill both fields from one report period.
Cannot compute: pageviews must be greater than zero
The count is 0, so there is nothing to divide by. With ad impressions picked, the message names ad impressions.
Check the date range and filters of the report, then enter the count again.
Cannot compute with these numbers
Both entries are valid numbers, but the result is too large to hold. It takes an extreme entry, such as revenue typed as 1e308.
Look for a stray exponent or extra digits in the field.
Revenue must be a finite non-negative number
The entry has a minus sign, a comma, a currency symbol or text. The same wording names Pageviews, Ad impressions or RPM when that field is the problem, and the field is marked.
Type digits with one decimal point, such as 1250.50.

Where the numbers come from

The calculator reads only what you type. The figure is as good as the match between the revenue and the count you pull from your reports.

RevenueEarnings report
Earnings for the period from the network or ad server that paid them. Pick estimated or finalized figures and use the same kind for every comparison.
PageviewsAnalytics
Page loads from your analytics, or the page count in the ad network report. The two sources count differently, so keep to one.
Ad impressionsEarnings report
Ads shown in the same period, from the same report as the revenue. A request that got no ad is not an impression.
Date rangeYour choice
The calculator never sees dates. Revenue and the count must cover the same days in the same time zone.
CurrencyLabel only
The label is copied into the unit line as typed. No exchange rate is applied, so convert before you enter revenue.

What moves an RPM

RPM is a ratio, so it moves when either side moves. These are common reasons the figure changes between two periods.

Ads per page
Adding a unit raises ad impressions per pageview. Page RPM can rise while impression RPM falls.
Fill
A slot that gets no ad adds no impression and no revenue. Impression RPM can hold steady while page RPM drops.
Advertiser demand
Buyers spend more in some months than in others, so the same traffic can earn a different amount in another season.
Traffic mix
Visitors from other countries, devices or referrers can be worth more or less to advertisers, which moves revenue at a steady pageview count.
Revised earnings
If your network adjusts estimated earnings after the month closes, a later report gives a different revenue and a different RPM.

What to enter

Plain non-negative numbers from one report period. An empty field counts as missing, and a zero count gives no rate.

Accepted

  • 1250.50

    Digits with one decimal point.

  • .75

    A leading or trailing decimal point, as in .75 or 75.

  • 1.2e6

    Scientific notation, read as 1,200,000.

  • 0

    Zero revenue is a real figure. It gives an RPM of 0.0000.

Read as

  • +840becomes840

    A leading plus sign is dropped. Spaces around a number are trimmed.

  • 120000becomes120,000

    The formula line adds thousands separators.

  • 0.1234567becomes0.123457

    The formula line shows up to six decimals. The division uses the number as typed.

Not accepted

  • 1,250.50

    A comma makes the entry invalid. Type 1250.50.

  • $840

    Symbols make the entry invalid. Put USD or EUR in the currency label.

  • 840 USD

    Text after the number makes the entry invalid.

  • -40

    Revenue and counts cannot be negative.

Example calculations

Four uses of the same two formulas. The numbers are made up; the readout wording is exact.

Monthly page RPM

Revenue 312 · Pageviews 96000
You see
Page RPM 3.2500. Formula line 312 ÷ 96,000 × 1,000 = 3.2500.
What it means
Each 1,000 pageviews in that month brought in 3.25.
Next
Run the same month of the previous year to compare like with like.

Two ad units side by side

Revenue 45 · Ad impressions 60000
You see
Impression RPM 0.7500. A second run with 96 over 80,000 ad impressions reads 1.2000.
What it means
Over the same dates, the second unit earns more per ad shown.
Next
Keep both units on the same dates when you compare the next period, before moving either one.

Revenue at a known RPM

Pageviews 180000 · Known page RPM 4.2
You see
Same-period revenue 756.00. Formula line 180,000 ÷ 1,000 × 4.2 = 756.00.
What it means
At a page RPM of 4.2, 180,000 pageviews bring in 756 over the period they cover.
Next
Take the RPM from a comparable month, since rates change with the season.

A zero in the count

Revenue 120 · Ad impressions 0
You see
A dash, and “Cannot compute: ad impressions must be greater than zero.”
What it means
Revenue over no impressions has no rate. The impressions column may come from other dates or another unit.
Next
Take revenue and impressions from one report with one date range.

Before you compare two RPMs

A change in RPM means something only when both figures were built the same way. Check these first.

  1. Same denominator

    Compare page RPM with page RPM. An impression RPM sits lower whenever pages average more than one ad impression.

  2. Matching dates inside each figure

    Revenue and the count behind one RPM must cover the same days. The two periods you compare can differ in length, since RPM is a rate.

  3. Same kind of revenue

    Estimated and finalized earnings can differ. Use one kind for both periods.

  4. Same pages

    A site-wide RPM and a section RPM answer different questions. Filter both periods the same way.

  5. Same counter

    Keep the pageview count from one tool. Switching counters moves the RPM without any change on the site.

Questions this calculator leaves to other tools

Division answers one question well. These questions need data the calculator does not hold.

Question Why the calculator cannot answer it Where to look
What RPM should my site expect?
The calculator divides the numbers you enter and holds no benchmark.
AdSense Revenue Calculator models revenue from a benchmark page RPM for a category and region.
What does another website earn?
Revenue belongs to the site owner and never appears in public.
Website Earning Checker models display-ad revenue for an indexed domain from traffic estimates.
How much traffic does a site get?
Pageviews come from your own analytics. The calculator has no traffic data.
Website Traffic Checker estimates monthly visits for an indexed domain.
What did my account earn?
The calculator connects to no ad network and reads no account.
The earnings report in your ad network.
What do advertisers pay for my impressions?
That is the buyer's price per 1,000 impressions, before any share is taken.
CPM Calculator works it out from a buyer's cost and impressions.

RPM Calculator and related tools

Four tools put a number on ad revenue or ad prices. They differ in where the numbers come from.

RPM Calculator compared with related tools
RPM Calculator This tool AdSense Revenue Calculator Website Earning Checker CPM Calculator
Answers Revenue per 1,000 pageviews or ad impressions, and revenue from a known RPM What pageviews could earn at a benchmark page RPM What an indexed site might earn from display ads What 1,000 impressions cost a buyer, and the cost per click
You enter Revenue and pageviews or ad impressions Monthly pageviews, a content category and a visitor region A domain Cost, impressions and optional clicks
Numbers come from Your own reports A benchmark RPM table Our monthly index and a benchmark RPM Your campaign or invoice
Result Page RPM or impression RPM, and same-period revenue A monthly baseline and a yearly figure Modeled monthly display-ad revenue CPM and CPC

Who works out RPM from a report

The arithmetic is simple. Doing it the same way every time is the useful part.

  • Site owners

    Track page RPM month by month from the earnings report and analytics, with the working written out.

  • Ad operations teams

    Compare impression RPM across units, sizes or networks, each from its own revenue and impressions.

  • Site buyers

    Redo the RPM in a sale listing from its revenue and traffic figures before relying on the headline number.

  • Planners

    Turn a known page RPM into revenue for a pageview target, then change the target and read again.

Terms on this page

The words on the workbench and in the examples above.

RPM
Revenue per mille, or revenue per thousand: what 1,000 pageviews or ad impressions earn.
Page RPM
Revenue ÷ pageviews × 1,000. Every ad on the page counts toward it.
Impression RPM
Revenue ÷ ad impressions × 1,000. The rate for one ad shown.
eCPM
In publisher reports, revenue per 1,000 ad impressions. The same division as impression RPM.
Ad impression
One ad served into a slot. A page with three filled slots makes three per pageview.
Pageview
One load of a page, counted by analytics or by the ad network.
Denominator
The count that revenue is divided by: pageviews or ad impressions.
Same-period revenue
Revenue for the period the entered pageviews cover, at a known page RPM.

Common questions

What does RPM stand for?

Revenue per mille, where mille means thousand: revenue per 1,000 pageviews or ad impressions. The calculator divides your revenue by the count you pick and multiplies by 1,000.

Should I use page RPM or impression RPM?

Page RPM suits tracking a site or a section over time, because it takes in every ad on the page. Impression RPM suits comparing ad units, sizes or networks, because it prices each ad shown. With pageviews picked this is a page RPM calculator; with ad impressions it is an impression RPM calculator.

Is this my AdSense RPM?

Only if you typed revenue and pageviews from your AdSense report for the same dates. The calculator connects to no account. It works as a website RPM calculator for numbers from any ad network.

Why is my impression RPM lower than my page RPM?

When pages show more than one ad, ad impressions outnumber pageviews. The same revenue over a larger count gives a smaller rate. Page RPM divided by impression RPM equals ad impressions per pageview.

Can I work out RPM for a single ad unit?

Yes. To calculate ad RPM for one placement, enter that unit's revenue and its own ad impressions for the same dates. Page RPM needs the revenue from every unit on the page.

Why does an empty field not count as zero?

A blank means the number is missing. Reading it as zero would show an RPM of 0.0000 for data you have not entered yet, so the readout waits with a dash.

What happens with zero pageviews?

Revenue over zero pageviews has no rate, so the readout says “Cannot compute: pageviews must be greater than zero.” Zero revenue is different: it divides normally and gives 0.0000.

Does the calculator convert currencies?

It applies no exchange rate. The currency label is copied into the unit line and changes no figure, so convert revenue before you type it.

Does the calculator work without JavaScript?

Yes. The Calculate RPM and Estimate same-period revenue buttons send the form to our server, which returns the same figure, formula line and messages. With JavaScript on, the readout also updates as you type.

Work out another RPM

Enter revenue and a count in the calculator above. The figure updates as you type.

Enter your numbers