About

For digital publishers and app developers, revenue rarely comes from a single source. You might be juggling display ads from Google AdSense, rewarded video from Unity, and interstitials from AppLovin. While standard CPM (Cost Per Mille) tells you what advertisers pay for 1,000 impressions, it fails to account for performance-based campaigns (CPC, CPA, CPI) mixed into your inventory. This is where eCPM (effective Cost Per Mille) becomes the ultimate truth-teller of your inventory's value.

Accuracy in calculating eCPM is critical for Yield Management. A miscalculation here can lead to poor floor price settings in your waterfall, causing unfilled impressions or selling premium inventory too cheaply. This tool goes beyond basic division; it allows you to input data from multiple ad networks simultaneously to calculate a Weighted Average (Blended) eCPM. This holistic view is essential for determining which network actually provides the highest value per user session, regardless of the buying model they use.

Formulas

The core eCPM calculation normalizes revenue from various sources (clicks, installs, views) into a standard "per thousand impressions" metric.

eCPM = ( Total RevenueTotal Impressions ) × 1000

To calculate the Blended eCPM across multiple networks, we sum the revenue and impressions before applying the formula:

eCPM_blended = ( ∑ Revenue_i∑ Impressions_i ) × 1000

Reference Data

Ad Format	Region (Geo)	Platform	Low Range eCPM	High Range eCPM	Fill Rate Impact
Rewarded Video	Tier 1 (US, UK, CA)	Mobile App (iOS)	$15.00	$35.00+	High
Rewarded Video	Tier 3 (IN, BR, VN)	Mobile App (Android)	$0.50	$2.50	High
Interstitial	Tier 1	Mobile App	$8.00	$20.00	Medium
Banner (320x50)	Tier 1	Mobile Web	$0.20	$1.50	Very High
Banner (320x50)	Global Average	Android	$0.05	$0.50	Very High
Native Ads	Tier 1	News/Editorial	$2.00	$8.00	Medium
Offerwall	Global	Gaming Apps	$30.00	$80.00	Low
Playable Ads	Tier 1	Hyper-casual Games	$20.00	$45.00	Medium

Frequently Asked Questions

eCPM volatility is often caused by the arrival or departure of high-paying advertisers (bid density), seasonality (Q4 is usually higher than Q1), or changes in your user demographics. If you recently acquired users from a Tier 3 country, your blended eCPM will drop even if your ad placement hasn't changed.

CPM (Cost Per Mille) is the price an advertiser agrees to pay for 1,000 impressions. eCPM (effective Cost Per Mille) is a publisher-side metric that calculates actual earnings per 1,000 impressions, regardless of whether the advertiser paid per click (CPC), per install (CPI), or per view.

Strictly speaking, eCPM is calculated based on served impressions, not requests. However, if you look at 'Request eCPM' (Revenue / Requests * 1000), a low fill rate significantly lowers your earnings. High floor prices might increase the eCPM of served ads but decrease overall revenue if fill rate drops too low.

Always prioritize ARPDAU (Average Revenue Per Daily Active User). You can artificially inflate eCPM by showing fewer ads to only the most valuable users, but this often results in lower total revenue. ARPDAU accounts for both the value of the ads (eCPM) and the volume of ads shown per user (Frequency).

Auto-refreshing ads usually decreases eCPM because advertisers value the second and third impression less than the first (banner blindness). However, it often increases total revenue per session. It is a trade-off between quality (high eCPM) and quantity.