Calculators
Ad Revenue Calculator
Estimate monthly display ad earnings from pageviews, ads per page, fill rate and CPM, with page RPM.
- Runs in your browser
- Nothing uploaded
The tool
Enter your numbers below. Results update as you type, and nothing leaves your browser.
Everything you enter stays on your own machine. Nothing is sent to us or to anyone else, which you can confirm in your browser network tab.
What people use it for
- Estimating what a content site could earn before applying to an ad network
- Comparing two ad layouts by page RPM
- Valuing a website for sale on its advertising income
- Setting traffic targets for an income goal
About this tool
What the Ad Revenue Calculator does
Display ad revenue is the number of paid ad impressions multiplied by what advertisers pay per thousand of them. This calculator turns monthly pageviews into filled impressions, applies your eCPM, and reports revenue and page RPM, the figure ad networks use to compare sites.
It also works as a CPM revenue calculator or a website ad revenue calculator.
Formula
- Paid impressions = pageviews × ad impressions per pageview × fill rate
- Revenue = paid impressions ÷ 1,000 × eCPM
- Page RPM = revenue ÷ pageviews × 1,000
Worked example
Using the starting values in the calculator above:
| Input | Value |
|---|---|
| Monthly pageviews | 100,000 |
| Ad impressions per pageview | 2.5 |
| Fill rate | 85% |
| eCPM (earnings per 1,000 impressions) | $4.00 |
| Result | Value |
|---|---|
| Monthly ad revenue | $850 |
| Page RPM | $8.50 |
| Paid impressions | 212,500 |
| Annual ad revenue | $10,200 |
How to read the result
Page RPM is the number to watch, because it captures every ad on the page at once. Adding more ad units usually raises impressions but lowers CPM and viewability, so test layout changes against RPM rather than impressions.
CPMs move with season and audience location: the fourth quarter typically pays most, January least, and visitors from the US, UK and Gulf usually earn far more than other regions.
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Browse every calculator in Marketing Calculators, or talk to us about our digital marketing services.
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Questions
Questions about this tool
The things clients actually want to know — costs, timelines, ownership and what happens after launch.
CPM is what advertisers pay per 1,000 ad impressions. Page RPM is what the publisher earns per 1,000 pageviews, so it combines CPM with how many ads load on each page.
It varies widely by niche and audience country. Finance, insurance and software audiences usually earn several times more per page than entertainment or general news.
Unfilled impressions earn nothing. A fill rate of 70% means 30% of the ad slots that loaded were never sold.
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