What is eCPM

Effective Cost Per Mille (eCPM) is a crucial metric in digital advertising. The eCPM formula allows advertisers to estimate revenue per 1,000 ad impressions, giving them valuable insight into the efficiency and profitability of their ad monetization strategy.

Note that the meaning of eCPM is not the same as CPM (Cost Per Mille) or oCPM (Optimized Cost Per Mille).


While CPM is used by advertisers to quantify and evaluate the cost of 1,000 ad impressions, eCPM is used by publishers to quantify and evaluate how much ad revenue is generated on average from 1,000 ad impressions.

eCPM vs oCPM

OCPM also measures the cost per 1,000 ad impressions for advertisers but goes a step further by utilizing the platform’s algorithms to analyze user behavior and optimize ad delivery to individuals more likely to take a desired action, such as clicks, conversions, or engagements. Given that optimized targeting is usually more effective, it also tends to be more expensive.

Learning the eCPM calculation

To calculate eCPM, you can use the following formula:

eCPM = (Total Earnings / Total Impressions) ×1000


  • Total Earnings is the revenue generated from ads.
  • Total Impressions is the total number of ad impressions.

Why eCPM is useful for advertisers

The eCPM calculation is a versatile metric, serving as a benchmark for ad performance. Specifically, it allows you to:

  • Evaluate monetization efficiency: By comparing eCPM values, you can assess how well your ad inventory is monetized.
  • Optimize revenue streams: Analyzing eCPM helps in identifying the most lucrative ad formats, placements, or strategies, enabling optimization for higher revenue.
  • Performance comparison: eCPM aids in comparing the profitability of different ad campaigns, networks, or platforms.

In summary, the eCPM calculation provides a standardized measure for assessing the financial performance of your digital advertising efforts, enabling informed decisions that maximize revenue.

Related topics: CPM, OCPM, ARPU, Content Seeding
Share article:
  • linkedin
  • facebook
Join our network of technology partners delivering at the forefront of e-commerce