Publishers use page RPM, impression RPM and other variants. Specify the unit, time period and whether the revenue is estimated, gross or net before comparing two values. (Prebid price floors module ↗ · Google AdSense RPM definition and formula)
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Naming the denominator
Illustrative May calculation: $1,250 net ad revenue for May ÷ 100,000 pageviews in May × 1,000 = $12.50 net per 1,000 pageviews. If the publisher instead divides estimated earnings by ad impressions, it has calculated a different RPM; name the amount, revenue scope, period and unit.
Why “RPM” alone is incomplete
Suppose the same May example has 200,000 ad impressions across its 100,000 pageviews. Its impression RPM is $1,250 ÷ 200,000 × 1,000 = $6.25. Page RPM remains $12.50. The difference comes from the denominator, not from a change in revenue.
| Measure | Calculation | Result |
|---|---|---|
| Page RPM | $1,250 / 100,000 pageviews × 1,000 | $12.50 |
| Impression RPM | $1,250 / 200,000 impressions × 1,000 | $6.25 |
Compare like with like
If one dashboard reports revenue per thousand sessions and another uses page views, label both rates before comparing them. A change in pages per session can move the two figures differently even when the same revenue is recorded.