RPM vs CPM: what's the difference?
Two numbers that sound alike and measure opposite sides of the same ad.
Facts checked 29 Sep 2026 · by the AdSworn team
CPM (cost per mille) is what an advertiser pays per 1,000 ad impressions. RPM (revenue per mille) is what a publisher earns per 1,000 page views, impressions or queries. Google AdSense defines RPM as (estimated earnings ÷ number of page views) × 1,000, and notes it doesn't represent what you've actually earned. For a flat-fee sponsorship, your RPM is simply the price ÷ page views × 1,000.
The definitions
| CPM | RPM | |
|---|---|---|
| Stands for | Cost per mille (thousand) | Revenue per mille (thousand) |
| Whose number | The advertiser's cost | The publisher's earnings |
| Per 1,000 of | Ad impressions | Page views (or impressions, or queries) |
| Formula | Cost ÷ impressions × 1,000 | (Estimated earnings ÷ page views) × 1,000, per AdSense |
A worked example (starter rates)
A page with 2,000 page views every 4 weeks sells a banner at AdSworn's starter rate: $30 for 4 weeks. The advertiser's cost per 1,000 page views is $15. The publisher keeps 85% ($25.50), an RPM of $12.75 for that page in that period.
- Banner ad at $75 / 4 weeksyou get $64
- Featured post at $2,600 / yearyou get $2,210
Starter rates: banner $15 per 1,000 page views ($25 minimum, per 4 weeks); featured post $40 per 1,000 page views over a full year ($500 minimum). You set your own. Free to list; we take 15% only when you get paid.
Comparing sponsorships with ad networks
RPM is the fair way to compare a flat-fee sponsorship with network ads on the same page: work out what each earns per 1,000 page views. Remember that a sponsorship earns only when the page is booked, while network ads earn on every visit.
| Format on “The 12 Best Online Video Editors of 2026 (Free and Paid)” | Advertiser pays | AdSworn (15%) | Publisher gets |
|---|---|---|---|
| Banner ad / 4 weeks | $25 | $3.75 | $21.25 |
| Featured post / year | $2,000 | $300 | $1,700 |
Straight answers
What is a good RPM?
It depends heavily on niche, audience location and format, so compare pages on your own site rather than chasing a universal number.
Is RPM the same as CPM?
No. CPM is the advertiser's cost per 1,000 impressions; RPM is the publisher's earnings per 1,000 page views.