eCPM
eCPM (effective Cost Per Mille) is the effective revenue per 1000 impressions or events, calculated as (revenue / impressions) × 1000. It normalizes CPC, CPA, and CPM deals onto one comparable scale.
How eCPM is calculated
Divide total revenue for a period by the number of impressions (or pushes sent, or PWA sessions opened), then multiply by 1000. This makes CPC and CPA campaigns directly comparable to CPM placements. A higher eCPM means a source monetizes better at the same traffic volume.
eCPM in PWA arbitrage
Buyers track eCPM separately per geo, vertical, and even push segment to see which traffic stream or subscriber base earns more from the same number of impressions. APEX collects push and segment data in one place, so comparing eCPM across bases and shifting budget to the stronger segments doesn't require a separate analytics stack.
FAQ
- How is eCPM different from CPM?
- CPM is the rate an advertiser pays per 1000 impressions. eCPM is the actual effective revenue per 1000 impressions after normalizing any payment model (CPC, CPA, etc.) — the real result rather than a stated rate.
- What's a good eCPM for PWA arbitrage?
- There's no universal threshold — it depends on vertical and geo: gambling and betting typically show higher eCPM than utility offers. Compare eCPM within your own campaigns for the same geo/vertical rather than chasing an absolute number.
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