First off, let me say that you have good numbers there! An effective click-thru rate (CTR) of 2.81% is good for Google AdSense, actually, and what’s even better is that the keywords that are matching your content are valuable too, which is what you see with the eCPM figure.

Now, let’s talk about how this is all calculated.

Much of this is pretty straightforward, to be fair. Page impressions is the number of times that Google showed an AdSense advert on your page or site. In this instance, you displayed an even 2600 adverts over whatever time period you’re summarizing. Clicks is the number of times people clicked on these ads, and your click-thru rate is calculated thusly:

Since much of the actual valuation data is hidden by Google even to you as a publisher, the only other actual figure shown here is the net value of those 73 clicks: $35.86. How do they calculate the effective CPM value? Again, a formula:

In your case, your earnings are 35.86 and your page impressions are 2600, so you can do the math and come up with the $13.79 eCPM yourself too.

The problem is that the value of your page and your keywords varies over time. Some times the ads on your page might be worth $X per click, while the very same advert at 3am, or a week later, might be worth 1/10th $X, or worse. On my own AdSense reports I see the eCPM fluctuate rather dramatically from a high of over $17 to a lower of about $7.

This means that as a basis for you calculating the CPM for competing ads on your pages, it needs to be taken with a grain of salt. Perhaps the fairest strategy would simply be to average out your eCPM over a few weeks and use that running average, or, to be profitable, 10% more than that running average, as your advertising rate for other ads.

Two additional thoughts: first, be careful that your own ads don’t look too similar to AdSense blocks, because that can get you in trouble with Google. Second, realize that if you are indeed calculating on a CPM basis, that means you’ll need to be providing traffic reports to your advertisers, which might be more trouble than it’s worth. Instead, I suggest you consider having a flat monthly ad rate based on CPM and your average monthly page views.

Hope that helps clear things up with Google AdSense!

that was a very good explanation of eCPM ,I was always left wondering what to do with that number…..now I can use it ..

thanks

What does eCPM mean? On my reports page in AdSense, it says eCPM = $8.85, I have no idea what that means since I only have $00.30 in my account right now

thanks, its too helpful. I have problem with new adsense look, can’t find that which ad give me earning even I create custom channel.

M, the amount *earned* is $35.86. Dividing it by traffic, the effective “value per thousand visits” is $13.79, which is quite good. The challenge this webmaster faces isn’t to have more valuable adverts but to get more traffic so those well-matched ads generate more income overall.

I am still confused. From the above illustration what is the actual earning? is it 13.79 or 35.86 dollars?

My adsense CTR is good and getting very much clicks then what is the problem within eCPM? My earning is just like stuck. Nothing improving, Please suggest me what i do?

Dude …. CTR= clicks/page impression x 100. ok

i want to know how ur page ecpm become so high plz reply me ass soon as possible

This really helps. Thanks.

Thank you very much.

I think that this topic must be copied to Google’s Help.

I look at my report, there is no explanation like that.

Thanks again,

tham tu thanh long

Thanks Sir,

I was looking for exact what is here. I understood

the concept of CPM and CTR.

do we have to pay e-cpm

do we have to pay google anything for using adsense

I’m not sure that’s right, Danny. I assume you’re talking about CTR, and if you had, say, 1000 ad impressions that generated 17 clicks, by your formula you’d have

17/1000 = 0.017 or 1.7%

Doing it the other way would be

1000/17 = 58.82

Uh, um, you’re right, I’m wrong.

CPR is actually calculated by clicks/impressions and not the other way around.

Given your name, it’s quite possible that you are overseas or a significant percentage of your readership is overseas. Note that the way the Google AdSense engine works, as far as I understand, is that it reports pages upon which it has found and placed an advert, not pages that requested an ad. The difference? If you have readers from a region that are blocked or for which there aren’t any advertising matches, they’ll be a page view for you, but not for Google. So your stats will not match.

Hi Dave, you’re a real expert. The world needs more real ones so thanks.

I am a computer Dummie and I still don’t understand this stuff. I can’t reconcile the number of people viewing my blogs with the numbers appearing on my Adsense account. The figures in the account are nowhere near the total numbers on my blogsites. Why?

Thank you so much for your valuable explanation ,it makes sense.