How website ad revenue is estimated
Website advertising revenue is commonly estimated using RPM (revenue per mille, or per 1,000 pageviews), a metric that blends together whatever mix of ad formats and rates a site actually uses.
The formula
Ad Revenue = (Pageviews / 1,000) × RPM. RPM varies enormously by niche, ad network, geography of visitors, and ad density, so use a realistic RPM for your niche when estimating.
Figures are planning estimates only and are not guaranteed actual earnings.
Last reviewed August 2026