What is CPM?
CPM stands for Cost Per Mille (thousand) — it is the price advertisers pay for 1,000 ad impressions. A CPM of $2.00 means advertisers pay $2.00 every time their ad is shown 1,000 times.
What is RPM?
RPM stands for Revenue Per Mille — it is what you, as a publisher, actually earn per 1,000 clicks. RPM is always lower than CPM because the ad network takes a percentage as their fee.
Why your RPM fluctuates
Your RPM changes based on the country your visitors come from, the device they use, the time of day, the season (Q4 typically pays the most), and ad fill rates in your region.
How to improve your RPM
Target high-CPM countries by creating English content for US/UK/AU audiences. Enable all ad formats (banner, HTML/JS, popup) to maximize fill rates. Post consistently to build a returning audience.