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Ad Revenue Calculator
A website earns from ads only when an ad actually loads and an advertiser paid for it. Enter your monthly pageviews, how many ad units each page carries, what share of them fill with a paid ad, and your CPM — and this calculator estimates your monthly ad revenue, your page RPM, and what a traffic goal would earn.
Fill rate matters as much as CPM: at 50% fill, half your ad slots earn nothing. If your ad network already reports a net CPM after its revenue share, enter that figure and the result is your take-home revenue; if you enter a gross CPM, remember the network keeps its cut (often 20–32%). Estimates only — real CPMs move with niche, audience geography and season.
How it works
Paid ad impressions = pageviews × ad units per page × fill rate — only filled slots count, so a page with 3 ad units at 80% fill produces 2.4 paid impressions per view, not 3. Revenue = paid impressions ÷ 1,000 × CPM. Rearranged, page RPM (revenue per 1,000 pageviews) = ad units × fill rate × CPM, and pageviews needed for a goal = goal ÷ page RPM × 1,000 (rounded up). Worked example: 100,000 monthly pageviews, 3 ad units per page, 80% fill, $8 CPM: paid impressions = 100,000 × 3 × 80% = 240,000; revenue = 240,000 ÷ 1,000 × $8 = $1,920 per month ($23,040 per year at the same rate); page RPM = 3 × 80% × $8 = $19.20. At those settings a $5,000 monthly goal needs $5,000 ÷ $19.20 × 1,000 = 260,417 pageviews a month. Estimates only: use your net CPM after the ad network share for take-home revenue, and expect seasonal CPM swings of 30–50% between December and January.
Frequently asked questions
What is fill rate, and why does it cut revenue?
Fill rate is the share of ad slots that actually show a paid ad. Unsold or blocked slots earn nothing, so a page with 3 units at 50% fill earns like a page with 1.5 units — doubling ad units does not double revenue if fill falls with it.
Should I enter a gross or net CPM?
Enter the CPM you actually keep. If your network reports a gross CPM and keeps, say, 32%, multiply it by 0.68 first — otherwise this calculator overstates your revenue by the network share.
How is this different from the AdSense RPM calculator?
That calculator works backwards from earnings you already have, to find your RPM. This one works forwards from traffic, ad layout and CPM to forecast revenue you have not earned yet — and to find the traffic a goal requires.
What CPM should I expect?
Broad, low-intent traffic often sits at $1–$5 CPM, while finance, legal and tech audiences in the US and UK can exceed $20. Your own network report is the honest input; industry averages are a starting guess, not a promise.
Do more ad units per page always earn more?
Up to a point — each extra unit adds impressions but can lower fill rate, viewability and page speed, and can drive readers away. Most publishers find 3–5 units per page is the practical ceiling before returns flatten.
Related calculators
CPM Calculator AdSense RPM Calculator YouTube Revenue Calculator