What Is eCPM? Comparing CPC, CPA and CPM on One Scale
By Adsonmarket Editorial Team ·
When one ad pays per click and another per thousand views, which earns more? Effective CPM answers that by translating everything into the same unit.
The formula
eCPM = (total earnings ÷ impressions) × 1,000.
eCPM vs RPM
eCPM measures one ad unit or campaign; RPM measures the whole page view.
Using eCPM to choose ads
Rank ad sources by eCPM on the same placement over the same period, then give the best one priority.
Example
CPC campaign vs CPM campaign
A CPC ad paid $0.30 per click with 5 clicks per 1,000 impressions: eCPM $1.50. A CPM ad paid a flat $1.20. The CPC ad earns more on this placement.
Step-by-step
- Export earnings and impressions per unit
- Calculate eCPM for each
- Prioritise the highest
- Recalculate monthly
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