eCPM & Fill Rate Calculator
Measure newsletter ad performance with two core publisher metrics: effective CPM (actual revenue per 1,000 impressions) and fill rate (percentage of ad requests fulfilled).
Performance inputs
Effective CPM (eCPM)
$4.00
eCPM = (Revenue ÷ Delivered Impressions) × 1,000
Fill rate
88.2%
Fill rate = (Filled ÷ Ad Requests) × 100
At current eCPM, unfilled requests represent approximately $260.00 in potential revenue per period.
eCPM tells you how much you actually earned per 1,000 delivered impressions across all demand sources — direct-sold, programmatic, and house ads combined. It is the primary metric for comparing waterfall tiers and placement performance.
Fill rate measures inventory utilisation. Publishers on MailAdx typically achieve 90–97% fill rates once programmatic demand is configured. Every unfilled impression represents lost revenue — the calculator estimates that gap at your current eCPM.
Improve fill rate and eCPM
MailAdx's waterfall fills unsold inventory with programmatic demand and optimises floor prices.