Estimate advertising revenue from impressions, CPM, CPC, and conversion rates across ad networks.
Input your monthly page views and average session duration.
Choose ad type, CPM rate, and number of ad placements.
See projected monthly and yearly ad revenue based on your inputs.
Ad networks price the same traffic three different ways: a flat fee per thousand impressions (CPM), a payment per click (CPC), or a payment per conversion. This tool runs your impressions, rates, click-through, and conversion numbers through all three models and shows what each would pay, with clicks and conversions broken out along the way. The thing most people get wrong is adding the three results together. They are alternative views of the same traffic, not separate income streams, and summing them can triple-count a single ad impression.
A concrete input and expected output from the current implementation.
Input
Impressions: 100,000 | CPM: $5.00 | CTR: 2% | CPC: $0.75 | Conversion rate: 2% | Value per conversion: $25
Expected output
Clicks: 2,000 (100,000 x 2%). Conversions: 40 (2,000 x 2%). Revenue by model: CPM $500 (100,000 / 1,000 x $5.00); CPC $1,500 (2,000 x $0.75); conversions $1,000 (40 x $25).
Each model prices the same 100,000 impressions differently: CPM pays per thousand served, CPC per click, conversion deals per completed action. The tool reports all three because the figure that matters depends on which pricing the network actually uses, and the models are not additive.
CPM revenue is impressions divided by 1,000 times the CPM rate. Clicks are impressions times CTR, and CPC revenue is clicks times the CPC rate. Conversions are clicks times conversion rate, and conversion revenue is conversions times the value per conversion. Every figure the tool displays is one of these four products, so any line can be reproduced by hand from the inputs.
The tool is exact arithmetic over whatever you type, and the CTR and conversion rate fields dominate the outcome. These are the two inputs most people estimate instead of measure. Entering 2% where the real figure is 0.2% inflates click revenue tenfold. Pull rates from your own traffic or the network's reporting rather than industry averages, or the output is precise but meaningless.
No, and no calculator can. Actual payout depends on which networks serve your traffic, their fill and viewability rates, and auction competition - none of which are inputs here. Use the tool to compare scenarios and price deals, and treat your network's own reports as the source of truth for what you actually earn.
Quoted CPM is the price for a sold, viewable impression. A share of your impressions goes unfilled, a share is filtered as non-viewable or fraudulent, and many sites lose more to ad blockers. Effective CPM, computed as total revenue divided by impressions times 1,000, is the honest figure, and it is almost always below the quoted rate.
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