Measurement
Effective CPM (eCPM)
eCPM is a normalized revenue or cost metric that expresses actual earnings or spend per one thousand impressions, even when the underlying commercial model uses another pricing method.
It makes unlike monetization or buying outcomes easier to compare on a common impression-based basis.
How it works
- Take the total revenue or cost for the measured traffic.
- Divide by the number of impressions.
- Multiply by 1,000 to obtain the effective CPM.
Frequently asked questions
What is the difference between CPM and eCPM?
CPM is commonly the stated transaction price per thousand impressions, while eCPM expresses the realized economics on the same thousand-impression basis.
Can eCPM be used for publisher yield analysis?
Yes. Publishers often use eCPM to compare the revenue efficiency of placements, partners, formats or demand sources.