ADVERTISING / FREE TOOL
eCPM & Ad Shown-rate Revenue Decomposition
Decompose revenue change into eCPM and shown-rate contributions at the same opportunity count.
Projection model, not a revenue guarantee. Defaults are examples.
Your assumptions
Currency selection changes the unit; it does not convert values. Enter every monetary input in the selected currency.
Compare scenarios
Breakdown & projection
How to use
- Enter measured figures or assumptions using a consistent period and currency.
- Calculate and save a scenario. Change one assumption and compare.
- Copy results or export CSV. Compare projections with observations and revise your assumptions.
Method
Revenue = opportunities × shown rate × eCPM / 1,000. Rate contribution = opportunities × rate change × average eCPM / 1,000. eCPM contribution uses eCPM change × average shown rate.
Worked example
100,000 opportunities, 60%→80% shown rate, 200→250 eCPM gives revenue 12,000→20,000: rate contribution 4,500 and eCPM contribution 3,500.
Assumptions & limits
A symmetric decomposition splits interaction equally. It does not establish causal effects. Normalize periods, currency and opportunity count; consider country and format mix changes.
Metric definitions & background ↗
Frequently asked questions
Is match rate the same as shown rate?
No. Use the final shown share of opportunities, including whether matched ads actually appear.
What if opportunity counts differ?
This normalizes to one opportunity count. Traffic volume changes are outside this decomposition.