Website ad revenue calculator.

How much a website makes from ads

A website makes page views × ads per page × fill rate × eCPM ÷ 1,000 a month from display ads. Our website ad revenue calculator runs that sum for you. With 100,000 page views, 3 ads per page, 80% fill and a $1.50 eCPM, that's $360 a month.

Those are example inputs, not averages. Two sites with the same traffic can earn very different amounts, because country, niche, layout and demand all change the rate. That's why this calculator asks for your numbers instead of guessing them from a category list.

If you'd like to see the same sum at a much bigger scale, our post on what a site earns from 1 million impressions a month walks through it.

The website ad revenue calculator formula, step by step

Ad revenue is impressions times eCPM, divided by 1,000. Impressions come from your traffic and your layout. Here's each step.

1. Page views. How many pages people load in a month.
2. × ads per page. How many ad units load on a typical page.
3. × fill rate. The share of those ad slots that actually show an ad.
4. = impressions. The ads you can get paid for.
5. × eCPM ÷ 1,000 = revenue. What those impressions earned.

Then page RPM = revenue ÷ page views × 1,000. That's the definition on Google's AdSense RPM page, and it's the single best number for comparing one layout with another.

Ad revenue examples at three traffic sizes

Same inputs, three sizes of site. Ads per page 3, fill 80%, eCPM $1.50. Swap in your own figures in the calculator to see yours.

Notice it scales in a straight line. Ten times the traffic, ten times the money, as long as the rate holds. In real life it rarely does, because new traffic often comes from different countries and devices. Check eCPM by country before you plan around growth.

Where to find your own numbers

Every input comes from a report you already have. Use the same month for all four.

Don't have an eCPM yet? Work it out from revenue and impressions with our eCPM calculator, then bring it back here.

What moves website ad revenue most

eCPM and viewability usually move revenue more than adding ads does. More units add impressions, but each one tends to sell for less if people don't see it.

More buyers in the auction

The winning bid sets your eCPM. Ad Manager picks the highest net bid, so more serious bidders means a higher price. That's what header bidding does. Prebid's own introduction explains how it asks several demand partners at once.

Ads people actually see

Ad Manager counts a display ad as viewable when half its pixels are on screen for one continuous second, according to its viewability overview. Units at the very bottom of long pages rarely pass that test. Moving one good unit up the page can beat adding two new ones.

A layout that stays fast

Ads that push content around hurt readers and Core Web Vitals. web.dev's guide to fixing layout shift shows how to reserve space for each slot. The Better Ads Standards list the formats people find most annoying, like pop-ups and big sticky ads.

Where your visitors are

Buyers pay different prices in different countries and on different devices. A site with most of its traffic from one high-paying market can earn far more per page than one with the same traffic spread elsewhere.

Work backwards from a revenue target

You can run the formula the other way round to see how much traffic a goal needs. Divide the monthly target by page RPM, then multiply by 1,000. That gives the page views you need.

The page RPMs here are only there to show the shape of the sum. Use your own. The lesson holds either way, though. Doubling page RPM does the same job as doubling traffic, and it's often quicker.

Plan for busy and quiet months

Ad budgets aren't flat through the year, so one month's eCPM is a snapshot. Run the calculator three times: once with your best month's eCPM, once with your weakest, and once with the average. That gives you a range to plan around instead of a single hopeful number.

Do the same for traffic if your site is seasonal. A recipe site and a tax site peak at very different times. Matching the two curves tells you which months carry the year.

Ad revenue at each stage of a site

As traffic grows, the way you sell ads usually changes, and that changes eCPM more than any layout tweak. A rough path looks like this.

Our guide on how to monetize a website covers each stage in more detail, including options that don't use ads at all.

Why real earnings differ from the estimate

A calculator uses one average for each input, and real traffic is a mix. Your estimate and your payment will drift apart for a few normal reasons.

• Mixed traffic. Different countries and devices earn different rates, so one average hides the spread.
• Invalid traffic. Ad platforms remove earnings from clicks and views they judge invalid, so final earnings can come in below the estimate.
• Fill changes. Fill moves through the day and the year. One month's rate won't hold forever.
• Ad blockers. Some visitors never load ads, which lowers impressions per page view.

Treat the result as a planning figure, not a promise. Re-run it each month with fresh numbers and you'll see the trend.

How to grow ad revenue without hurting your site

1. Measure page RPM today, so you have a baseline.
2. Fix viewability and layout shift before adding units.
3. Add demand through AdX or header bidding when your traffic supports it.
4. Test one change at a time for a week or two.
5. Keep it only if page RPM goes up and the page still feels good to read.

Want us to check your setup? See website monetization or contact us with your site and traffic. The first review is free.