What is eCPM (effective cost per mille) and how is it calculated?
What eCPM means, how to calculate it, and how publishers use it to compare demand sources, placements and pricing models.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readeCPM (effective cost per mille) is the revenue a publisher actually earns per 1,000 impressions, whatever the campaigns were sold on: CPM, clicks or actions.
How to calculate eCPM
eCPM = total revenue ÷ impressions × 1,000
Example: €1,800 ÷ 900,000 × 1,000 = €2.00 eCPM
Illustrative numbers.
Why eCPM is useful
Campaigns are sold in different ways. A CPC campaign earns per click, a CPM campaign per impression. eCPM puts them on the same scale so you can compare them.
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eCPM vs CPM vs RPM
| Measures | |
|---|---|
| CPM | The agreed price per 1,000 impressions |
| eCPM | Actual revenue per 1,000 impressions |
| RPM | Revenue per 1,000 page views |
CPM uplift at Stampen Media after activating first-party audiences with Samhub.
Frequently asked questions
No. CPM is a price. eCPM is the result after all pricing models and unfilled impressions are counted.
Usually because unfilled or low-value impressions are included. Check fill rate per placement.
Audience data, viewable placements, more competition for each impression and data deals.
Carefully. Formats, markets and audiences differ, so compare your own placements and periods first.
Related terms
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