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).
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.