eCPM (Effective Cost Per Mille) in CPV tracker (CPV Lab or CPV One) is the normalized revenue generated per 1,000 impressions (views). While CPM is a cost-side metric that tells you what you pay per 1,000 impressions, eCPM is the revenue-side equivalent, showing what those impressions are worth in terms of earnings.
Formula
eCPM = (Revenue ÷ Views) × 1,000
Why eCPM Matters
- Cross-Model Comparisons: eCPM allows you to compare CPM, CPC, and CPA campaigns on equal terms by translating performance into a per-1,000 view revenue value.
- Scaling Decisions: A high eCPM means your impressions are monetizing well, making the campaign suitable for scaling.
- Traffic Source Evaluation: eCPM highlights which placements, geos, or devices generate the most revenue per impression.
How CPV tracker (CPV Lab or CPV One) Tracks eCPM
- Revenue is recorded via pixels or postbacks.
- Views are logged through impression tracking.
- CPV tracker (CPV Lab or CPV One) calculates eCPM automatically and shows it in reports under Revenue Data.
Example
If a campaign generates $400 in revenue from 80,000 views:
eCPM = (400 ÷ 80,000) × 1,000 = $5.00
This means the impressions are effectively generating $5 per 1,000 views. If your CPM (cost) is $3, you are profitable.
Insights from eCPM
- High eCPM, Low CTR: Suggests strong monetization but limited engagement—improving creatives could boost reach.
- Low eCPM, High CTR: Lots of clicks but weak downstream conversions. Offer or landing page may need improvement.
- Stable eCPM, Rising CPV: Indicates competition in the ad auction—profit margins could shrink unless ROI is maintained.
Reporting in CPV tracker (CPV Lab or CPV One)
- Campaign List View: Quick view of eCPM side by side with cost metrics.
- Token Reports: Breakdown of eCPM by placement, ad ID, or geo.
- Trend Reports: Monitor eCPM performance across time, creatives, and funnel tests.
Best Practices
- Always compare eCPM to actual CPM (cost per 1,000 views) to measure profitability.
- Track eCPM across different offers to identify the most lucrative ones.
- Segment eCPM by device and region—some audiences may monetize much higher.
- Use eCPM to evaluate media buying efficiency when testing new traffic sources.
In summary, eCPM in CPV tracker (CPV Lab or CPV One) is the revenue counterpart to CPM. It reveals how much you’re truly earning per 1,000 impressions, helping you gauge campaign strength across all buying models.
See also: EPV, CPV, ROI, Revenue
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