How this calculator works
Ad impressions are pageviews multiplied by the number of ad units on each page. Clicks are impressions multiplied by the click-through rate. Revenue is clicks multiplied by the average cost per click the advertiser pays you, which is what AdSense reports as CPC. RPM divides revenue by pageviews and multiplies by one thousand, so it shows what one thousand pageviews earn. Revenue per ad impression is the same calculation at the impression level and makes it easy to compare layouts. The estimate assumes one click per impression at most and a steady click-through rate.
Formula
Impressions = pageviews × ads per page. Clicks = impressions × CTR. Revenue = clicks × CPC. RPM = revenue / pageviews × 1,000.
Worked example
50,000 pageviews with three ad units each give 150,000 impressions. At a 2% CTR that is 3,000 clicks, and at $0.40 a click revenue is $1,200. RPM is $1,200 / 50,000 × 1,000 = $24.00.
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Frequently asked questions
Is CPC the same for publishers and advertisers?
Not exactly. An advertiser pays a bid, and the publisher receives a share after the platform's deductions. The CPC you see in AdSense is your estimated earnings per click, which is the right figure for this estimate.
Why is my real revenue lower than this?
Ad blockers, unfilled ad requests, invalid traffic filtering, viewability and lower rates on some traffic all reduce real earnings. The estimate also assumes every ad unit is served on every pageview and that the CTR applies to all of them.
Should I add more ad units per page?
More units raise potential impressions but can reduce per-ad rates, slow the page and hurt the reader experience. Use the revenue per ad impression output to see whether extra units are earning their space.