What is eCPM?
eCPM (effective Cost Per Mille) measures the actual revenue generated per 1,000 ad impressions, regardless of the pricing model used (CPM, CPC, CPA). It is the primary metric publishers use to evaluate and optimize ad inventory performance.
eCPM Formula
eCPM = (Total Earnings / Total Impressions) × 1,000
For example, if you earn $750 from 500,000 impressions, your eCPM is ($750 / 500,000) × 1,000 = $1.50.
eCPM vs CPM
CPM is what advertisers pay per 1,000 impressions — it's a buying metric. eCPM is what publishers actually earn per 1,000 impressions across all pricing models — it's a revenue metric. A publisher might sell inventory at a $3 CPM but see an eCPM of $1.80 after fill rates and auction dynamics.
Typical eCPM Ranges (Publisher Side)
- Display (US): $0.50 – $2.00
- Video (US): $8 – $25
- Mobile interstitial: $3 – $10
- CTV: $20 – $40+