The definition and where it appears
Google defines Page RPM as estimated earnings divided by the number of page views, multiplied by 1,000 Google AdSense Help2026-08. You will find it in AdSense under Reports, as a column beside Estimated earnings, Page views and Impressions. It answers one question: for every 1,000 pageviews your site served with ads, what did you earn?
Page RPM = estimated earnings ÷ page views × 1,000
$85 on 9,600 pageviews = 85 ÷ 9,600 × 1,000 = $8.85 page RPM
Why it is an estimate, and why it moves
Two reasons the number breathes. First, the earnings side is provisional: Google adjusts for invalid traffic before finalizing payment, which is why the dashboard says estimated Google AdSense Help2026-08. Second, every impression is auctioned. Since 2024 AdSense pays per impression, with the publisher receiving 80% of revenue after the advertiser platform's fee, netting about 68% of total advertiser spend when Google's buy-side is the platform Google AdSense Help2026-08. Auction prices move with budgets, day of week and quarter, so your RPM moves with them, with no change to your site at all.
Page RPM vs the other RPMs in the same dashboard
AdSense also reports impression RPM: earnings per 1,000 individual ad impressions rather than per 1,000 pageviews. A page with four filled ad units contributes one pageview and four impressions, so page RPM runs roughly ads-per-page times impression RPM. The impression RPM page works the arithmetic both directions, and RPM vs CPMseparates your number from the advertiser's.
Using it well
- Judge weeks, not days: daily RPM is auction noise around a trend.
- Segment before you diagnose: a falling blended RPM often means a traffic-mix shift, not a sitewide problem. See why did my RPM drop.
- Convert to money with the calculator: pageviews ÷ 1,000 × RPM.