RPM Calculator – Page RPM, Session RPM & Ad Revenue
Enter any two of revenue, pageviews and RPM to calculate the third. Add your pages per session to convert between page RPM and session RPM, the two numbers ad networks report most.
Use the same period for revenue and pageviews (for example, last 30 days).
How does your RPM compare?
What is RPM?
RPM stands for revenue per mille: what you earn for every 1,000 pageviews. It is the single most useful number for a website that runs display ads, because it turns traffic into money in one step and lets you compare months, pages, sites and ad networks on equal terms.
If your site earned $1,250 from 100,000 pageviews last month, your page RPM was $12.50. Flip the formula round to predict revenue or set a traffic goal:
Pageviews needed = revenue goal ÷ RPM × 1,000
Page RPM, session RPM and EPMV
Different ad networks report different versions of RPM, which makes comparisons confusing:
| Metric | Divides revenue by | Used by |
|---|---|---|
| Page RPM | Pageviews ÷ 1,000 | Google AdSense (page RPM) and most revenue reports |
| Session RPM | Sessions (visits) ÷ 1,000 | Mediavine and Journey dashboards |
| EPMV | Visitors ÷ 1,000 | Ezoic (earnings per 1,000 visitors) |
Session RPM and EPMV are always higher than page RPM when readers view more than one page, because one session can include several pageviews:
A site with a $12 page RPM and 1.8 pages per session has a session RPM of $21.60. Both describe the same earnings. When someone in a forum says their RPM is $30, ask which RPM they mean.
What is a good RPM?
It depends heavily on your niche, where your visitors come from and your ad network. As a rough guide for display ads with a mostly US audience:
- Under $5: typical for AdSense on entertainment, gaming or mostly international traffic.
- $5–$10: common for AdSense on general content with US readers.
- $10–$20: a healthy premium-network RPM for food, travel, home, lifestyle or tech sites.
- $20 and up: strong results, usually in finance, business, insurance or B2B niches on premium networks.
The comparison section of the calculator shows the typical range for your niche and audience on each network, so you can see where your own RPM sits.
Why your RPM changes
- Seasonality. RPMs fall sharply in January and rise through the fourth quarter as advertisers spend their holiday budgets.
- Traffic mix. A viral post from a lower-value region can lower your average RPM even while revenue goes up.
- Consent. In Europe, visitors who decline personalised ads see lower-paying ads.
- Layout and speed. Ads that load late or sit far below the fold are seen less often and earn less.
- Market changes. When advertisers cut budgets across the board, everyone's RPM falls.
RPM vs CPM
CPM is what advertisers pay per 1,000 ad impressions. RPM is what you earn per 1,000 pageviews. A single pageview can show several ads, so RPM is usually higher than any single ad's CPM. To see how CPM, ad count, fill rate and viewability combine into RPM, use the CPM & eCPM calculator.