Goal Pricing and eCPM Calculation

The eCPM (effective Cost Per Thousand or effective Cost Per Mille) of a goal is based on the configured Goal Pricing, as explained below. You can prioritise campaigns that have a higher eCPM value by enabling the 'eCPM Campaign Optimisation' option. For more information, refer to Campaign Settings.
Note: For more detailed documentation on how eCPM affects the Pulse ad decisioning process, please contact your Account Manager.
Pricing Description eCPM calculation
No Pricing Setting the pricing is not mandatory, but if skipped, you are not able to use the revenue reporting and automatic campaign prioritisation on eCPM. Always set to zero.
Budget The total goal budget.
Note: eCPM can only be calculated for event-based goal types (Impression, % Ad completion, or Click through goals) with a delivery target greater than zero. eCPM of non-event goal types without a delivery target, like Share of Voice and Unlimited impressions goals, cannot be calculated because we cannot estimate the number of impressions required to complete the delivery. Therefore, it is always set to zero.

eCPM is calculated based on the following formula: eCPM=(1000*ratio*budget)/delivery target. The ratio is calculated as ratio=delivered events/delivered impressions, which always equals 1 in case of impression goals.

For example:
  • The budget of an impression goal is $100 and the delivery target is 100,000 impressions. The eCPM of the goal is $1.
  • The budget of a click-through goal is $100 and the delivery target is 2,000 clicks. The goal delivered 100,000 impressions, out of which there were 1,000 clicks. The eCPM of the goal is $0.5.
Note: When you specify the budget for 25%, 50%, 75%, or 100% Ad completion goals or Click-through goals, the Pulse UI displays NaN at the time of creation since no events are tracked for these goal types yet.
CPM Cost Per Thousand or Cost Per Mille. The price of 1,000 advertisement impressions on one web page. For example, if a website publisher charges $2 CPM, that means an advertiser must pay $2 for every 1,000 impressions of its ad. eCPM is identical to CPM.
CPM 25%, 50%, 75%, or 100% Ad Completion The price of 1,000 advertisements played to 25%, 50%, 75%, or 100% of ad completion. For example, if a website publisher charges $2 CPM 50% Ad Completion, that means an advertiser must pay $2 for every 1,000 advertisements that played to 50% completion. eCPM is calculated based on the following formula: eCPM=goal pricing*ratio. The ratio is calculated as ratio=delivered % ad completion events/delivered impressions.
For example:
  • An impression goal has the pricing set to $2 CPM 50% Ad Completion. The goal delivered 100,000 impressions, out of which 2,000 ads played to 50% completion. The eCPM of the goal is $0.04.
  • A click-through goal has the pricing set to $3 CPM 75% Ad Completion. The goal delivered 100,000 impressions, out of which 1,000 ads played to 75% completion. The eCPM of the goal is $0.03.
CPC Cost Per Click. The price the advertiser pays a publisher when the ad is clicked. For example, if an advertiser books 2000 clicks for $2 CPC, then they must pay $4,000 if they are all delivered. eCPM is calculated based on the following formula: eCPM=goal pricing*ratio*1000. The ratio is calculated as ratio=delivered click events/delivered impressions.
For example:
  • An impression goal has the pricing set to $2 CPC. The goal delivered 100,000 impressions, out of which 2,000 ads were clicked on. The eCPM of the goal is $40.
  • A click-through goal has the pricing set to $3 CPC. The goal delivered 200,000 impressions, out of which 3,000 ads were clicked on. The eCPM of the goal is $45.