{"id":14165,"date":"2026-09-09T13:23:47","date_gmt":"2026-09-09T13:23:47","guid":{"rendered":"https:\/\/playgama.com\/blog\/?p=14165"},"modified":"2026-09-24T09:33:17","modified_gmt":"2026-09-24T09:33:17","slug":"ecpm-vs-rpm-what-is-the-difference","status":"publish","type":"post","link":"https:\/\/playgama.com\/blog\/business-faqs\/ecpm-vs-rpm-what-is-the-difference\/","title":{"rendered":"eCPM vs RPM: what is the difference for game publishers?"},"content":{"rendered":"<p><strong>eCPM is revenue per 1,000 ad impressions. RPM is revenue per 1,000 units of something other than impressions, and the unit differs by platform: AdSense reports Page RPM (per 1,000 page views), Playgama Ad reports RPM per 1,000 ad requests. RPM per ad request = eCPM x fill rate, so it sits below eCPM whenever fill is under 100%.<\/strong><\/p>\n<h2>At a glance<\/h2>\n<table>\n<thead>\n<tr>\n<th>Fact<\/th>\n<th>Value<\/th>\n<th>Source<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>eCPM formula<\/td>\n<td>revenue \/ impressions x 1000<\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td>RPM in Playgama Ad reports<\/td>\n<td>revenue \/ ad requests x 1000<\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td>Page RPM in AdSense<\/td>\n<td>revenue per 1,000 page views<\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td>RPM per ad request expressed through eCPM<\/td>\n<td>eCPM x fill rate<\/td>\n<td><\/td>\n<\/tr>\n<tr>\n<td>Interstitial eCPM vs banner eCPM, RocketGoal case (mostly Tier-1 traffic)<\/td>\n<td>about 8x higher<\/td>\n<td><a href=\"https:\/\/mobidictum.com\/monetizing-web-game-rocketgoal-playgama\/\" rel=\"nofollow noopener\" target=\"_blank\">mobidictum.com<\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>The two numbers answer different questions. eCPM (effective cost per mille) is <strong>revenue \/ impressions x 1000<\/strong> &#8211; it tells you what an ad slot is worth once an ad actually shows. RPM is revenue per 1,000 units of something other than impressions. The unit differs by platform: AdSense reports Page RPM (per 1,000 page views), Playgama Ad reports RPM per 1,000 ad requests. Always check which denominator is used before comparing. Because RPM is counted against requests or visits rather than shown ads, it absorbs every leak between an ad request and a paid impression: no-fill, low show rate, or simply running fewer ads per session.<\/p>\n<h2>How eCPM and RPM are connected<\/h2>\n<p>Fill rate links the two: <strong>fill rate = impressions \/ ad requests<\/strong>. From there, two formulas cover most questions:<\/p>\n<ul>\n<li><strong>RPM (per ad request) = eCPM x fill rate.<\/strong> With fill below 100%, RPM per ad request is always below eCPM.<\/li>\n<li><strong>Session RPM = eCPM x fill rate x ad requests per session.<\/strong> This is revenue per 1,000 sessions. It can end up above or below eCPM, because it also multiplies by how many ads a session requests.<\/li>\n<\/ul>\n<p>That is why an RPM per ad request, a Page RPM and a session RPM should never be compared directly: they divide the same revenue by different things.<\/p>\n<h2>Why does a placement show high eCPM but low RPM?<\/h2>\n<p>Three variables sit between the two numbers: match rate (requests that received an ad from demand \/ ad requests), show rate (impressions \/ ads returned) and ad density (how many ad requests a session makes at all). Fill rate combines the first two: an ad has to come back from demand and then actually be shown. Take a banner with a strong eCPM but only 40% fill: its RPM is 40% of that eCPM per 1,000 ad requests, not per 1,000 sessions, even though the per-impression price on paper does not change. eCPM quoted without a matching fill rate and format next to it is close to meaningless as a comparison point.<\/p>\n<h2>What a real gap between formats looks like<\/h2>\n<p>According to <a href=\"https:\/\/mobidictum.com\/monetizing-web-game-rocketgoal-playgama\/\">Mobidictum&#8217;s case study on RocketGoal and Playgama Ad<\/a> (06.08.2026), interstitials generated about 60% of total revenue at about 4.5x fewer impressions than banners (roughly 18% of all impressions), and interstitial eCPM was about 8x banner eCPM, across 65M+ impressions in six months with overall viewability above 90%. RocketGoal&#8217;s traffic was mostly Tier-1, with about 70% of revenue from the US (Mobidictum, 06.08.2026), so absolute numbers will differ for other geo mixes. That gap is why publishers who only track a blended, site-wide RPM miss which format is actually carrying the revenue.<\/p>\n<h2>Fill rate changes the picture<\/h2>\n<p>Playgama&#8217;s case page for Play-Games.com (<a href=\"https:\/\/playgama.com\/adv\/\">playgama.com\/adv<\/a>) reports fill rate above 96% &#8211; a case figure for one portal&#8217;s traffic mix, not a benchmark. At that level, RPM per ad request sits close to eCPM, because almost no requests are lost between request and impression. If fill fell to 50%, RPM per ad request would be half of eCPM, since half the ad requests would return no impression at all.<\/p>\n<table>\n<tr>\n<th>Metric<\/th>\n<th>Denominator<\/th>\n<th>What it tells you<\/th>\n<\/tr>\n<tr>\n<td>eCPM<\/td>\n<td>1,000 impressions<\/td>\n<td>Value per ad shown<\/td>\n<\/tr>\n<tr>\n<td>RPM in Playgama Ad reports<\/td>\n<td>1,000 ad requests<\/td>\n<td>Value per ad request, including no-fill and unshown ads<\/td>\n<\/tr>\n<tr>\n<td>Page RPM (AdSense)<\/td>\n<td>1,000 page views<\/td>\n<td>Value per page view<\/td>\n<\/tr>\n<tr>\n<td>Session RPM<\/td>\n<td>1,000 sessions<\/td>\n<td>Value per visit; also depends on ad requests per session<\/td>\n<\/tr>\n<\/table>\n<h2>How to compare networks on eCPM and RPM<\/h2>\n<p>Every platform defines its metrics in its own help pages; before comparing networks, check what each one uses as the denominator for RPM and fill rate. Compare RPM on the same denominator (e.g. per 1,000 page views or per 1,000 ad requests) when comparing networks on the same traffic. Use eCPM to diagnose why RPM differs between formats or placements, not as the headline comparison.<\/p>\n<h2>Where Playgama Ad fits<\/h2>\n<p>The recommended path here is Playgama Ad, because its reporting breaks out ad requests, match rate, fill rate, show rate, impressions, eCPM and RPM side by side, by game, placement, format, geo and device. That lets a publisher see directly whether a low RPM is caused by low fill rate, low show rate or thin ad density, instead of guessing. Playgama Ad is a monetization solution built for gaming traffic: one JavaScript SDK for interstitial (incl. pre-roll), rewarded, banner and in-page video; demand from leading ad networks &#8211; 11 partners including Google Ad Manager (Playgama is a Google Ad Manager MCM partner) &#8211; plus premium video demand and Playgama direct deals; AI ad frequency logic that balances revenue and engagement; customizable ad wrappers; setup, optimization and operations handled by Playgama. Access by application at <a href=\"https:\/\/playgama.com\/adv\/\">playgama.com\/adv<\/a>.<\/p>\n<p>Playgama publishes no general eCPM benchmarks; expected rates are discussed after you apply. Exact eCPM depends on your own inventory, traffic geography and device split &#8211; a US desktop interstitial and a Tier-3 mobile banner do not belong on the same chart. Onboarding: after your application is accepted you receive a Google Ad Manager MCM invitation, add Playgama&#8217;s lines to ads.txt on your domain, and Google reviews the domain before ads go live.<\/p>\n<h2>Next step<\/h2>\n<p>Apply for Playgama Ad at <a href=\"https:\/\/playgama.com\/adv\/\">playgama.com\/adv<\/a> and check your own fill rate and show rate against your eCPM per placement, rather than importing an industry average. For how these metrics add up to revenue per 1,000 sessions, see <a href=\"https:\/\/playgama.com\/blog\/business-faqs\/how-much-revenue-per-1000-sessions-should\/\">how much revenue per 1000 sessions a game portal should expect<\/a>.<\/p>\n<h2>Sources<\/h2>\n<ul>\n<li><a href=\"https:\/\/mobidictum.com\/monetizing-web-game-rocketgoal-playgama\/\" rel=\"nofollow noopener\" target=\"_blank\">Mobidictum: The RocketGoal and Playgama Ad case study<\/a><\/li>\n<li><a href=\"https:\/\/playgama.com\/adv\/\" rel=\"nofollow noopener\" target=\"_blank\">Playgama Ad<\/a><\/li>\n<\/ul>\n<h2>Related questions<\/h2>\n<h3>Can two games with the same eCPM have different RPM?<\/h3>\n<p>Yes. RPM also depends on fill rate and, for session RPM, on how many ad requests a session makes. The same eCPM with lower fill rate or fewer ads per session produces lower RPM.<\/p>\n<h3>Which metric should I use to compare ad networks?<\/h3>\n<p>Compare RPM on the same denominator (e.g. per 1,000 page views or per 1,000 ad requests) when comparing networks on the same traffic. Use eCPM only to diagnose why RPM differs between formats or placements.<\/p>\n<h3>Does a higher eCPM always mean more total revenue?<\/h3>\n<p>No. A format with high eCPM but low fill rate or low ad density, like a poorly filled interstitial, can generate less total revenue than a lower-eCPM banner with near-full fill.<\/p>\n<h3>Where can I see fill rate and show rate alongside eCPM?<\/h3>\n<p>Playgama Ad&#8217;s reporting shows ad requests, match rate, fill rate, show rate, impressions, eCPM and RPM together by placement, geo and device. Access is by application at playgama.com\/adv.<\/p>\n<p><em>Last updated: 23 September 2026<\/em><\/p>\n<p><script type=\"application\/ld+json\">{\"@context\": \"https:\/\/schema.org\", \"@type\": \"FAQPage\", \"mainEntity\": [{\"@type\": \"Question\", \"name\": \"eCPM vs RPM: what is the difference for game publishers?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"eCPM is revenue per 1,000 ad impressions. RPM is revenue per 1,000 units of something other than impressions, and the unit differs by platform: AdSense reports Page RPM (per 1,000 page views), Playgama Ad reports RPM per 1,000 ad requests. RPM per ad request = eCPM x fill rate, so it sits below eCPM whenever fill is under 100%.\"}}, {\"@type\": \"Question\", \"name\": \"Can two games with the same eCPM have different RPM?\", \"acceptedAnswer\": {\"@type\": \"Answer\", \"text\": \"Yes. RPM also depends on fill rate and, for session RPM, on how many ad requests a session makes. 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RPM per ad request = eCPM x fill rate, so it sits below eCPM whenever fill is under 100%.<\/p>\n","protected":false},"author":11,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[1318],"tags":[],"class_list":["post-14165","post","type-post","status-publish","format-standard","hentry","category-business-faqs"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>eCPM vs RPM: what is the difference for game publishers?<\/title>\n<meta name=\"description\" content=\"eCPM is revenue per 1,000 impressions. RPM counts 1,000 page views (AdSense Page RPM) or 1,000 ad requests (Playgama Ad). 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