Ad Revenue Calculator
Estimate, compare and convert your ad revenue
Estimate Google AdSense and ad network earnings, compare networks on your traffic, convert CTR, CPC, CPM and RPM, and check whether an ad campaign is profitable.
Traffic & ad settings
Roughly the number of ad units that load and show on each page.
Keep 100% if your CPC or RPM comes from your own earnings report (already net). Use a lower share only when the figure is what advertisers paid.
Ad blockers, invalid traffic, unfilled pages.
Used for the 12-month projection.
Estimated earnings
Per month
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Per day
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12-month total
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Effective page RPM
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Ad clicks / month
12-month projection
Compare ad networks on your traffic
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| Network | Page RPM ($) | You keep (%) | Fixed fee / mo ($) | Min. pageviews | Net / month | Net / year | Vs best | RPM to match best |
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The network names and numbers above are examples only. Replace them with the RPM you actually see in your reports or the RPM a network quotes you, and the revenue share and minimum traffic from its published terms. "You keep" is the share of the RPM that reaches you (use 100 if the RPM is already your net earnings). A network whose minimum pageviews exceed your traffic is marked ineligible and is not picked as the best option.
CTR, CPC & CPM converter
Enter any two related values (for example CTR and CPC) and the rest are calculated.
CTR = clicks / impressions x 100
CPC = revenue / clicks
CPM = revenue / impressions x 1,000
CPM = CPC x CTR(%) x 10
CPC = revenue / clicks
CPM = revenue / impressions x 1,000
CPM = CPC x CTR(%) x 10
Page RPM & eCPM converter
Enter any two related values (for example eCPM and ads per page) and the rest are calculated.
Page RPM = revenue / pageviews x 1,000
Page RPM = eCPM x ad impressions per pageview
eCPM = revenue per 1,000 ad impressions
Page RPM = eCPM x ad impressions per pageview
eCPM = revenue per 1,000 ad impressions
Highlighted fields are calculated for you. Edit any highlighted field to turn it into your own input.
Campaign & sales assumptions
Used to estimate impressions.
Share of clicks that become a sale or lead.
Margin before ad spend (after product, shipping, fees).
Creative, agency, tools.
Campaign results
Net profit
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ROI
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ROAS
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Clicks
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Conversions
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Revenue
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Cost per conversion
Break-even points
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Break-even ROAS
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Max cost per conversion
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Break-even conversion rate
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Max CPC (before other costs)
Traffic is only half the equation
Faster pages, a healthy technical setup and good on-page SEO lift the pageviews that these calculators multiply. Run a complete audit of your site.
Run Free Website AuditAbout the Ad Revenue Calculator
Online advertising revenue comes down to a handful of numbers that are easy to confuse: impressions, clicks, click-through rate (CTR), cost per click (CPC), cost per thousand impressions (CPM) and revenue per thousand pageviews (RPM). This page puts four calculators in one place so you can move between them without a spreadsheet. The Publisher Earnings calculator estimates what a website can earn from Google AdSense or any other network, either from clicks (ad impressions x CTR x CPC) or from a page RPM, and projects twelve months of growth. The Network Comparison calculator lines up several networks against the same traffic so you can see which one nets the most after revenue share and fixed fees, and what RPM a weaker option would need to catch up. The CTR / CPC / CPM / RPM converter solves for any missing metric when you know two related ones. The Advertiser ROI calculator works from the other side of the market and shows whether a campaign is profitable.
The formulas behind the numbers
CTR is clicks divided by impressions, expressed as a percentage. CPC is revenue divided by clicks. CPM, also called eCPM when it describes what a publisher earns, is revenue divided by impressions times one thousand, and it also equals CPC x CTR(%) x 10. Page RPM is revenue divided by pageviews times one thousand, and it equals eCPM x the number of ad impressions shown per pageview. For example, a site with 100,000 pageviews and two ad impressions per page serves 200,000 impressions. At a 1% CTR that is 2,000 clicks, and at a $0.20 CPC that is $400. The same site therefore has an eCPM of $2.00 (0.20 x 1 x 10), a page RPM of $4.00 (2.00 x 2), and monthly earnings of $400 (100 x $4.00).
Revenue share, AdSense and other networks
Google has published that it pays publishers 68% of the revenue it collects for AdSense content ads and 51% for AdSense for Search ads, and those figures can differ for publishers on negotiated contracts, so check the terms shown in your own account. Figures you read in your AdSense or network dashboard are normally what you earn already, which is why the default revenue share here is 100%. Apply a share below 100% only when your CPC or RPM is what advertisers paid. Other networks publish their own revenue shares, minimum traffic levels, payment thresholds and fees, and these change over time, which is why every field in the comparison table is editable. Real earnings also vary with your niche, the countries your visitors come from, device mix, seasonality, ad placement and viewability, so treat any estimate as a planning range rather than a promise. Never click your own ads or ask others to; ad networks treat that as invalid activity.
Advertiser ROI, ROAS and break-even
For advertisers, ROI is net profit divided by total cost, while ROAS (return on ad spend) is revenue divided by ad spend. The two are linked through your margin: a campaign breaks even when ROAS equals 1 divided by the profit margin. If you spend $1,000 at a $0.80 CPC you buy 1,250 clicks; at a 3% conversion rate and $60 per sale that is 37.5 sales and $2,250 revenue. At a 40% margin that leaves $900 of profit against $1,000 spent, a loss of $100 and a ROI of -10%. Lower the CPC to $0.60 and the same campaign earns $200. The break-even outputs show the maximum cost per conversion, the lowest conversion rate and the highest CPC that still avoid a loss, which are the numbers to test before scaling a budget.