RPM: definition, calculation and difference with CPM
Updated on February 22, 2026
Quick definition
RPM (Revenue Per Mille) is the revenue per thousand pageviews, measuring the advertising revenue generated by a web publisher for every thousand pages viewed. RPM is the central metric for bloggers, online media and content creators that monetise their audience via programmatic advertising.
How it works
Formula
RPM = (Total advertising revenue / Number of pageviews) × 1,000
Example: €350 revenue for 70,000 pageviews = RPM of €5 (i.e. €5 for every 1,000 pageviews)
RPM varies considerably depending on several factors:
- Topic niche: finance and insurance (€10–30 RPM) vs entertainment and gaming (€1–3)
- Country of origin of traffic: US, UK or Scandinavian audiences vs emerging-market audiences
- Seasonality: peak in November–December during the holidays, drop of 30–50% in January
- Ad format: video > native > display
It is important to distinguish Page RPM (revenue per 1,000 pageviews) from Session RPM (revenue per 1,000 sessions) and Impression RPM (equivalent to CPM on the publisher's side).
RPM is always lower than the gross CPM: the difference represents the commission taken by the advertising platform (Google, programmatic network).
Why it matters
RPM is the monetisation indicator par excellence for content publishers. It allows you to measure the effectiveness of the advertising strategy independently of traffic volumes: a site can have more pageviews than a competitor but a lower RPM, making it less profitable.
For an editorial team, RPM guides content production decisions: articles on high-RPM topics (personal finance, B2B software) are structurally more profitable than lifestyle articles.
- Tracking RPM over time detects technical issues (ads not loading, rising ad blockers)
- A sudden RPM drop can signal a penalty or an algorithmic change
- RPM helps prioritise partnerships with the most rewarding ad networks
How to improve or use it
- 1Join premium ad networks (Mediavine, AdThrive, Raptive) that offer higher RPMs than Google AdSense on established sites.
- 2Optimise ad placement and format by testing the most visible positions (in-content, sticky sidebar).
- 3Improve loading speed to reduce ad lazy-loading.
- 4Create content on high-CPM topics (finance, insurance, SaaS).
- 5Enable video and native formats that command higher CPMs than classic display.
With Sublim
Sublim lets you measure precisely the RPM by article, content category and traffic source. By identifying which content generates the most profitable traffic (high RPM + high volume), you focus your editorial production on the most lucrative topics — this cross-analysis of traffic × RPM is available directly in the Sublim dashboard, without complex exports.
Frequently asked questions
What is the difference between RPM and CPM?
CPM (cost per mille) is the advertiser's metric: it is what they pay to the platform for one thousand impressions. RPM is the publisher's metric: it is what they receive for one thousand pageviews or impressions. The difference between CPM and RPM represents the commission taken by the advertising platform. RPM is always lower than gross CPM.
What is a good RPM for a blog?
For a generalist blog with Google AdSense, an RPM of €2 to €5 is common. Specialist blogs in finance, real estate, law or B2B can reach €8 to €20 RPM. English-language sites structurally have higher RPMs (often 2 to 3 times higher) due to a more competitive advertising market. RPM increases significantly when joining premium networks such as Mediavine (minimum 50,000 sessions/month).
RPM drops in January: is that normal?
Yes, the drop in RPM in January is a systematic phenomenon in programmatic advertising. Advertisers exhaust their budgets in December during the holidays, then drastically reduce spending at the start of the year. CPMs (and therefore RPMs) can fall by 30 to 50% between December and January. It is a normal seasonal phenomenon that repeats every year, with a gradual recovery from March–April onwards.
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