How to use these calculators
A publisher planning for advertising income needs to distinguish page RPM from advertiser CPM. Estimate revenue from actual pageviews and publisher RPM, then test the sensitivity of earnings to geography, seasonal demand, ad viewability and ad-blocking. Keep affiliate income separate from display revenue.
A worked scenario
Estimated display advertising revenue: $240 for that month.
At $4 RPM the same traffic yields $120; at $12 it yields $360. These are planning assumptions, not predicted earnings.
How to plan this decision
- Start with clean pageviews
Use your analytics total after excluding known bots; do not use impressions as pageviews.
- Choose an observed RPM
Use a realistic RPM for the traffic mix and season, rather than copying another publisher's rates.
- Stress-test assumptions
Compare conservative, central and optimistic RPM figures and keep affiliate earnings separate.
Read the detailed worked guide →
Start with the formula
Use ROI carefully by defining gain, cost, timing, and comparison scope before trusting the percentage.
Read How to Calculate ROI Without Fooling Yourself →