AdSense Page RPM vs Impression RPM

January 30, 2021

When you start seeing traffic reported in your Google AdSense account you might start wondering what the difference is between the Page RPM and the Impression RPM.

The first thing is know is: What does RPM stand for?

It means Revenue per Mille.

Mille is an old Roman word for one thousand. I’ve got no idea why we say ‘mille’ instead of ‘thousand’, it’s just one of those quirks of the internet.

So when it says Page View RPM it means:

How much revenue will you earn per one thousand page views

And when it says Impression RPM it means:

How much revenue will you earn per one thousand impressions.

It’s actually quite simple. But why is there a difference between page view and impressions?

When a visitor comes to your website, they will see a page. On that page you might have between 1 and 5 Google Ads displaying on that page. If it’s a long page, it could be even more ads.

Let’s assume that your page has 5 Google Ads on it. That person visiting your page has now seen one page and 5 ads.

A person who sees your page is called a Page View.

When that person sees your ads, it is called an impression.

In your Google AdSense account, you will see that you have 1 page view and 5 impressions for the visitor.

You might be beginning to understand why the Impression RPM number is always much lower than the Page View RPM.

It’s easy to get lots of ad impressions for every page that has been viewed.

Now don’t forget, both the Page View RPM and Impressions RPM are theoretical numbers. It’s what you would earn if you had 1,000 of either.

Most new websites struggle to reach 1,000 page views in a day. This can get confusing when you have a Page View RPM of a few dollars, but your estimated earnings are zero. It basically tells you what you would be earning if you had 1,000 page views.

The next question you might ask yourself is:

What is a good Page View RPM and what is a good Impression RPM.

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