Updated
AdSense
Ad Placement RPM Uplift Estimator
Forecast how layout changes could impact RPM and revenue. Model uplift from impressions per page, fill rate, CTR, CPC, and compare scenarios before you ship.
Estimate RPM Uplift From Ad Placement Changes
Use Quick mode for a % uplift estimate, or Detailed mode to model slots, fill, CTR, and CPC. Export a CSV when you’re done.
Currency affects formatting only. Enter values in the same currency used by your reports.
RPM = revenue per 1,000 pageviews.
Example: 12 means +12% RPM.
Optional: dev cost, vendor fee, or internal effort cost.
Use this if you expect partial rollout or learning period.
Tip: If you’re unsure about uplift, jump to the Scenarios tab and compare low/medium/high estimates. Then refine with the Detailed Model using CTR, CPC, fill, and slots.
Detailed mode approximates RPM using a simple relationship: RPM ≈ (Slots per page × Fill rate) × eCPM, and eCPM ≈ CTR × CPC × 1000. This helps you reason about which lever (slots, fill, CTR, CPC) drives the lift.
Optional: approximates how viewability affects eCPM.
Scales the final uplift to avoid overconfidence.
If your “new RPM” is high but you expect engagement to drop, rerun the model with lower CTR or a lower viewability multiplier to stay realistic.
Use scenarios when you’re still deciding. Start conservative, then compare what low/medium/high uplift means for revenue. This is also useful for pitching stakeholders.
Export includes Quick results (if calculated), Detailed results (if calculated), and Scenario comparison (if calculated).
Run at least one calculation to generate export data.
What if you want to share this with a client or team? Export to CSV, add a column for “Notes,” and document what changed in your ad layout (new placements, sticky behavior, lazy load adjustments, etc.).