# How are earnings calculated?

Effective Cost Per Mille (eCPM) is used to calculate the effectiveness of an advertising campaign, regardless of the actual pricing model used by the advertiser (CPC, CPM, etc)

For example using the pricing model Cost Per Click (CPC), the formula would be:

Click Ratio (CTR) x Cost Per Click (CPC) x 1.000 = eCPM

To calulate publisher earnings the formula is:

(Impressions /1.000) x eCPM

Earnings that would be generated by each campaign if the number of impressions is 100.000 and at different eCPM rates

Example A. 100.000 / 1.000 x 0.45 = $45

Example B. 100.000 / 1.000 x 0.75 = $75

Example C. 100.000 / 1.000 x 1 = $100

As you will receive campaigns using all the different pricing models, the eCPM is the most important criteria to analyse in your statistics to determine the level of revenue you should expect based on the traffic volumes you are sending us