Ad Revenue Calculator
Enter your traffic and ad assumptions to get an estimated monthly ad revenue and page RPM.
Average ad requests per pageview (not already-filled impressions — fill rate is applied separately below). Your ad network calls this “ad requests per pageview” or (on AdSense) part of “coverage.”
Not sure what to enter for CPM or fill rate? See the benchmark ranges page — or better, use your own ad network dashboard’s real measured numbers.
Estimated monthly revenue: $800.00
Page RPM: $8.00 per 1,000 pageviews · 1.6 filled ad impressions per pageview on average
This is a sanity-check estimate from the numbers you enter, not a guarantee — see the benchmark ranges page if you’re not sure your CPM or fill rate assumption is realistic, and double-check the resulting RPM against what similar sites in your niche actually report — a CPM assumption that implies an unusually high RPM is more likely to be the wrong input than a real windfall.
Frequently asked questions
- How is monthly revenue calculated?
- Revenue = CPM × (ad requests per page) × (fill rate) × (monthly pageviews ÷ 1,000). CPM is priced per 1,000 filled ad impressions, not per 1,000 pageviews — multiplying ad requests per page by fill rate converts pageviews into filled ad impressions first. The result of that middle step (CPM × ad requests × fill rate) is called RPM — see the CPM ↔ RPM converter for that piece on its own.
- What should I enter for CPM and fill rate?
- Your own ad network dashboard's real measured numbers, if you have them — that will always beat a guess. Enter your NET/publisher-side CPM (what your network actually pays you), not a gross advertiser-spend figure from a benchmark chart — publishers typically receive roughly half of advertiser spend after ad-tech intermediaries take their cut, so using a gross figure as your CPM input can overstate revenue by around 2x. If you don't have real numbers yet, see the CPM benchmark ranges page for directional, order-of-magnitude ranges by content niche and traffic geography, and use the low end of a range for a conservative estimate.
- What does "ad units per page" mean exactly?
- The average number of AD REQUESTS per pageview — not just how many ad slots are on the page, and not already-filled impressions (fill rate is applied to this number separately). A page with 4 ad slots where only 2 are typically in view long enough to request an ad, or where some visitors never scroll far enough to trigger a lower slot, has a real average lower than 4. On the other hand, a slot with an auto-refresh interval (commonly 30 seconds or more) can request more than once during a single long pageview, pushing the real average above your slot count. Your ad network's dashboard reports actual ad requests per pageview, which is the more accurate number to use here — AdSense's own dashboard calls this "coverage."
- Why is this estimate probably too optimistic or too pessimistic?
- Real ad revenue also depends on seasonality (Q4/holiday CPMs typically run 70-100% above the rest of the year, dropping 30-40% again in January), traffic quality (engaged organic visitors vs. low-intent social/viral traffic), device, ad format, and geography mix within your own traffic, and which specific advertisers are currently buying your inventory — none of which a single CPM/fill-rate number can capture. Treat this as an order-of-magnitude sanity check, not a forecast.