eCPM calculator
Fill in any two of earnings, impressions and eCPM to get the third, then add clicks or daily users for CTR, earnings per click and ARPDAU.
The formulas
- eCPM = earnings ÷ impressions × 1,000. It is what you earn per thousand ad impressions, whatever the buyer actually paid for (clicks, installs or views).
- Earnings = eCPM × impressions ÷ 1,000. Impressions = earnings ÷ eCPM × 1,000.
- CTR = clicks ÷ impressions. Earnings per click = earnings ÷ clicks.
- ARPDAU = daily earnings ÷ daily active users, the number most mobile games track. Impressions per DAU shows how hard you are monetising each user.
- Page RPM for websites uses page views instead of ad impressions, so it is usually higher than eCPM on pages with several ads.
What moves eCPM
- Format: rewarded video and interstitials earn far more per impression than banners.
- Country: users in the US, UK, Canada, Australia and Western Europe attract the highest bids; eCPM in many other markets is a fraction of that.
- Season: rates climb through Q4 holiday spending and drop sharply in January.
- Fill and mediation: more competing ad sources raise the price; a low fill rate wastes requests.
- Placement: ads shown at natural breaks get better engagement, and advertisers pay more for engaged users.
Reading AdMob numbers
AdMob reports estimated earnings, impressions and an observed eCPM per app, ad unit and country. Enter a day's earnings and impressions here to check the figure, add DAU from your analytics for ARPDAU, and compare ad units on equal terms. Earnings are estimates until the month is finalised.
Questions
How do I calculate eCPM?
Divide total earnings by impressions and multiply by 1,000. For example, 12.50 earned from 5,000 impressions is an eCPM of 2.50.
What is a good eCPM for AdMob?
It depends on format and country. Banners often earn well under 1 USD, while rewarded video in top markets can earn 10 USD or more. Compare against your own history.
What is the difference between CPM and eCPM?
CPM is the price an advertiser bids per thousand impressions. eCPM is what you actually earned per thousand, across every pricing model.
What is ARPDAU?
Average revenue per daily active user: one day's earnings divided by that day's active users.
Is my data sent anywhere?
No. The calculation runs in your browser.
From the same developer
- AdEarnings Pro: AdMob earnings and analytics on iPhone.