Free tool RPM calculator: page RPM, the RPM formula and ad revenue
RPM is what you earn per thousand pageviews or ad impressions. Enter last month’s earnings and traffic to get your page RPM and impression RPM, or switch to estimate mode and turn monthly pageviews into a low-to-high ad revenue range.
- Page RPM and impression RPM
- Revenue range from traffic
- Runs locally
Measure your RPM or estimate ad revenue
Measure: take earnings, pageviews and impressions from the same ad report and period. Estimate: enter your monthly pageviews and an RPM range.
Ad earnings for the period, as your ad report shows them.
Pages that showed ads, from the same report.
Optional. Ad impressions for the same period.
Human pageviews from your analytics.
Share of pageviews that show ads, in %. Lower it for ad-free pages and ad blockers.
Your lowest monthly RPM, or a cautious guess.
Your highest monthly RPM, or an optimistic guess.
Page RPM
$4.00
Earnings ÷ page views × 1,000
Monthly revenue, low
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Pageviews with ads ÷ 1,000 × low RPM
Monthly revenue, high
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Pageviews with ads ÷ 1,000 × high RPM
Share these inputs: the values go after the # in the link, so they never reach a server.
https://tapcub.com/tools/rpm-calculator
Version v1.0Updated Update history
What the numbers tell you
RPM normalises earnings by traffic, so months, pages and sites of different sizes can be compared.
Page RPM
Earnings per thousand ad-bearing page views. The number to track month to month and to multiply by traffic.
Impression RPM
Earnings per thousand ad impressions. Compare ad units and placements with it; it ignores how many ads a page carries.
Ads per page view
Impressions ÷ page views. Adding units raises it and often page RPM too, while impression RPM tends to fall and readers notice.
Revenue range
Pageviews × RPM at the low and high end. Use the spread of your own monthly RPMs; a single number hides seasonality.
We do not quote typical RPMs: they vary by niche, country, device and season, and no published study we found states a method we could check. Use your own report’s history.
Two ways to use the calculator
Measure what you earned, then use that to estimate what more traffic would earn.
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1
Measure last month
From your AdSense report: estimated earnings, page views and impressions for the month.
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2
Note the range
Repeat for a few months and write down the lowest and highest page RPM.
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3
Estimate
Switch modes, enter monthly pageviews from your analytics and the RPM range.
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4
Adjust for ad coverage
Lower “pageviews with ads” for ad-free pages, ad blockers and consent refusals.
Page RPM = estimated earnings ÷ page views × 1,000
RPM is earnings per thousand, from the publisher’s side. CPM is the advertiser’s cost per thousand impressions. eCPM is earnings per thousand impressions, the same calculation as impression RPM.
- AdSense page RPM: estimated earnings ÷ page views × 1,000; a page view is counted once per load of a page that shows Google ads, however many ads it has
- Impression RPM: estimated earnings ÷ impressions × 1,000; an impression is counted for each ad request where at least one ad began to download
- AdMob’s eCPM uses the same formula as impression RPM: earnings ÷ impressions × 1,000
- Revenue share: publishers receive 80% of revenue for AdSense for content, about 68% when the advertiser buys through Google Ads
Page RPM
earnings ÷ page views × 1,000
$1,840 ÷ 460,000 × 1,000 = $4.00
Impression RPM
earnings ÷ ad impressions × 1,000
$1,840 ÷ 1,150,000 × 1,000 = $1.60
eCPM
earnings ÷ impressions × 1,000
Same as impression RPM (AdMob, Ad Manager)
CPM
advertiser cost ÷ impressions × 1,000
Paid by the advertiser, before the platform’s share
Revenue estimate
pageviews × ad share ÷ 1,000 × page RPM
300,000 × 90% ÷ 1,000 × $3–$8 = $810–$2,160
A blog with 460,000 ad page views
Last month’s AdSense report: $1,840 estimated earnings, 460,000 page views, 1,150,000 impressions. Next month the analytics forecast is 300,000 human pageviews, 90% of them on pages with ads.
| Step | Calculation | Result |
|---|---|---|
| Page RPM | $1,840 ÷ 460,000 × 1,000 | $4.00 |
| Impression RPM | $1,840 ÷ 1,150,000 × 1,000 | $1.60 |
| Ads per page view | 1,150,000 ÷ 460,000 | 2.5 |
| Pageviews with ads | 300,000 × 90% | 270,000 |
| Revenue at a $3 RPM | 270,000 ÷ 1,000 × $3 | $810 |
| Revenue at an $8 RPM | 270,000 ÷ 1,000 × $8 | $2,160 |
Google’s own example: $0.15 earned on 25 page views is a page RPM of $6.00 (AdSense Help, answer 190515). The figures above are sample numbers.
Where RPM estimates go wrong
Most RPM surprises come from comparing numbers that were counted differently.
Different pageview counts
AdSense counts only page views that showed its ads. Dividing earnings by your analytics total gives a lower RPM than the one in the ad report.
Bots in the pageview forecast
Crawlers add pageviews that earn nothing and invalid ad traffic is removed from earnings. Estimate from human pageviews.
One month as the RPM
RPM moves with the season and advertiser budgets. A single month can mislead; use the range across several.
Estimated vs final earnings
AdSense home and report figures are estimates and can be adjusted for invalid traffic; finalised earnings appear on the Payments page.
Pageviews you can trust, pieces that earn
TapCub does not import ad earnings. It gives you the other half of RPM: human pageviews with bots and AI crawlers filtered out, and which pieces readers actually finish.
Human pageviews
Five detection layers split search engines, AI crawlers and scrapers from people, with a humans-only toggle.
Learn morePages that bring readers in
Entry and exit pages, time on page and content decay, page by page.
Learn moreCompletion, not just views
The content template ranks pieces by completion and time on content.
Learn moreRPM questions
Still have a question?
Chat with the team behind TapCub — we usually reply within a few hours on business days.
How do you calculate RPM?
Divide estimated earnings by page views and multiply by 1,000. $1,840 earned on 460,000 page views is a page RPM of $4.00. Google’s help page uses $0.15 on 25 page views, which is $6.00.
What is the difference between page RPM and impression RPM?
Page RPM divides earnings by page views; impression RPM divides by ad impressions. A page with three ads counts as one page view but up to three impressions, so impression RPM is lower when pages carry several ads.
What is the difference between CPM, RPM and eCPM?
CPM is what advertisers pay per thousand impressions. RPM is what the publisher earns per thousand page views or impressions, after the platform’s share. eCPM is the publisher’s earnings per thousand impressions; in AdMob it is the same calculation as impression RPM.
Why do AdSense page views differ from my analytics?
AdSense counts a page view only when the page displayed Google ads. Pages without ads, visitors who block ads or decline consent, and bot traffic all make the two counts differ.
How much of the ad revenue does a publisher get?
Google states that publishers receive 80% of the revenue for AdSense for content, after the advertiser platform’s fee; when advertisers buy through Google Ads, publishers keep about 68%. RPM in your report is already your share.
What is a good RPM?
It depends on topic, audience country, device mix, ad layout and season, so a single benchmark is misleading. Track your own page RPM over several months and compare pages and sections within your site.
How is YouTube RPM different from CPM?
In YouTube Analytics, RPM is the creator’s revenue per thousand views after YouTube’s share, counting all views and several revenue sources. CPM is advertiser spend per thousand ad impressions, before the share. That is why RPM is lower than CPM.
Update history
New features, fixes and data refreshes for this tool, newest first.
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· v1.0
LaunchedFirst release.
Missing something or found an error? Tell us — requests that come up often go into the next update. All tool updates
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