The Google AdSense Payment Model Now Uses eCPM

Google AdSense Payment Model Now Uses eCPM

The Google AdSense Payment Model Now Uses eCPM

Google AdSense has recently transitioned to an eCPM payment model. Let’s break down what this means for publishers:


  • Google changed the AdSense payment mechanism from click-based to impression-based (eCPM).
  • Instead of a set 68% share, publishers would now receive 80% of ad revenue after costs.
  • In order to optimize impressions and income, publishers might need to modify their content and SEO tactics.

What is eCPM?

  • eCPM stands for effective cost per mile. Instead of being based on clicks, this model calculates publisher revenue based on the number of impressions their ads receive.
  • Publishers now earn money for every 1,000 ad impressions, regardless of whether users click on the ads or not.

Google elaborates on the specifics of this new structure

  • “For displaying ads with AdSense for content, publishers will receive 80% of the revenue after the advertiser platform takes its fee, whether that be Google’s buy-side or third-party platforms.”

How Does It Work?

  • Under the new eCPM model, publishers receive 80% of ad revenue after fees. This is an improvement from the previous fixed 68% share1.
  • The shift aims to provide more stable and predictable earnings for publishers who use Google AdSense.

The Google AdSense Payment

Why the Change?

By aligning with standard practices in the display advertising industry, Google aims to make it easier for publishers to compare earnings across its offerings and third-party platforms.

What tactics may publishers use to adjust to the payment paradigm known as eCPM?

  • Boost the number of traffic to your website in order to get more ad impressions and possibly more sales.
  • A higher level of engagement may result in more ad impressions, therefore raise user engagement metrics like time on page and pages per session.
  • prolong user sessions on their websites in order to deliver more ad impressions. This can entail improving the caliber of the material or offering more resources to keep consumers interested for longer.
  • To maintain ad income growth and offer a great ad experience, make sure that AdSense policies and Better Ads Standards are followed.


  • Publishers must take use of these changes to their advantage, even if Google’s AdSense upgrades are meant to streamline and increase transparency in the monetization process.
  • Publishers may maintain their success by remaining educated, keeping an eye on performance, and modifying their tactics.
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