How This Calculator Works
Ad revenue for a given block of inventory comes down to two numbers: how many impressions were served, and what those impressions paid per thousand (eCPM). Multiply the two together and scale down by 1,000, and you get the total revenue.
This is the same math used to plan expected earnings from a traffic forecast, sanity-check a monthly payout against known impressions and eCPM, or reverse-engineer the eCPM implied by a revenue report that doesn't show it directly.
Ad Revenue Formula
Multiply total impressions by eCPM, then divide by 1,000.
Ad Revenue = (Total Impressions × eCPM) ÷ 1,000
Worked Example
A mobile app serves 2,500,000 impressions in a month at an average eCPM of $8.00.
Ad Revenue = (2,500,000 × $8.00) ÷ 1,000 = $20,000
Rearranged, the formula solves for impressions or eCPM instead, which is what the other two modes above do:
Total Impressions = (Ad Revenue ÷ eCPM) × 1,000
eCPM = (Ad Revenue ÷ Total Impressions) × 1,000
What Affects Ad Revenue?
- Traffic volume — more impressions directly scale revenue at a fixed eCPM.
- eCPM — driven by audience value, geography, ad network mix, viewability, and ad format, as covered on the eCPM calculator page.
- Fill rate — impressions that go unfilled earn nothing, lowering realized revenue even at a strong eCPM on filled inventory.
- Ad density and placement — more ad units per session raise revenue up to the point where user experience starts to suffer.
- Seasonality — advertiser demand, and therefore eCPM, typically rises during peak shopping periods like Q4.
Ad Revenue Calculator FAQ
How do you calculate ad revenue from impressions and eCPM?
Multiply total impressions by eCPM, then divide by 1,000: Ad Revenue = (Impressions × eCPM) ÷ 1,000. Enter your impressions and eCPM above to calculate it instantly.
How much revenue does 1 million impressions generate?
It depends entirely on the eCPM. At a $5 eCPM, 1,000,000 impressions generates (1,000,000 × $5) ÷ 1,000 = $5,000. Enter your own impressions and eCPM above to get the figure for your traffic and ad network.
Why does my estimate differ from what AdSense or AdMob actually paid?
This calculator projects revenue from a chosen eCPM and impression count, but real payouts depend on live auction dynamics, fill rate, invalid traffic deductions, and network-specific reporting delays. Use your account's trailing eCPM for the most realistic estimate, and treat the result as a planning figure rather than a guaranteed payout.
What's the difference between this and the eCPM calculator?
They use the same underlying formula. The eCPM calculator solves for the rate (eCPM) given revenue and impressions; this ad revenue calculator is set up to solve for revenue given impressions and an eCPM you expect or have observed historically.