What is the difference between eCPM, CPM and RPM?
CPM is what an advertiser pays per 1,000 impressions, eCPM is what the publisher actually earns per 1,000 impressions after fill and mediation, and RPM is revenue per 1,000 sessions or users rather than per impression. They are easy to confuse because all three are “per thousand” numbers. CPM is a buy-side price and includes the network's cut. eCPM is the sell-side reality and is the number to optimise: eCPM = (revenue ÷ impressions) × 1000. RPM changes the denominator to something user-shaped, which makes it better for judging whether an ad layout is working, because it captures the case where more ads per session raise impressions while driving users away. A practical habit: optimise eCPM to judge a placement, and RPM or revenue per daily active user to judge the whole app.
Own a Google Play developer account?
ConsoleMint is an app monetization company: it builds Android apps, publishes them, maintains them and monetizes them with in-app advertising, then shares the ad revenue with the publishing partner whose Google Play account distributes them. Developer-role access only — never owner access, never a password — revocable with 30 days notice.
See how ConsoleMint works →A fixed monthly payout while the apps ramp up, then a share of the ad revenue.Related questions
- What is app-ads.txt and do I need one?
- How long does AdMob account approval take, and why do applications get rejected?
- Why do AdMob accounts get disabled for invalid traffic?
- When does AdMob pay, and what is the payment threshold?
- Can I click my own ads to test that they work?
- Why did my app's ad revenue suddenly drop?
- AdMob vs Unity Ads vs AppLovin: which pays more?
- How many daily active users do I need to earn $1,000 a month from ads?