Simply enter your

• CPM – cost per thousand ads
• CPC – cost per click
• CPA – cost per action / acquisition
• CTR – click through rate
• CR – conversion rate

and the calculator will provide estimates of;

• Campaign Impressions
• Campaign Clicks
• Campaign Conversions

It will also calculate

• eCPM = Effective cost per thousand ads. What publishers look for
• eCPC = Effective costs per click. What affiliates look for
• eCPA = Effective cost per conversion. What the advertiser should look for

Performance marketing is a balance between the cost of each conversion and paying publishers and affiliates enough for them to run your campaign on a high volume of inventory. Generally the higher the payout (eCPM or eCPC) the higher the volume but the higher the cost per conversion. But a low eCPM or eCPC is likely to reduce the accessibility and quality of inventory significantly.

talk to the experts at TPN about what payout is likely to work for your campaign…..

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eCPM: Effective Cost per Thousand Ad Impressions
eCPC: Effective Cost Per Click
eCPA: Effective Cost Per Acquisition (Action)

Most publishers use eCPM to measure the value of a performance display ad, and generally the campaigns with the highest eCPM will gain access to the most quality inventory. For non-priority rate campaigns TPN uses an eCPM auction to rank ads and only delivers impressions to the campaigns with the highest eCPM.

Most publishers use eCPC to measure the value of email ads and text links where impressions are not as measurable or relevant. eCPC is also a very popular metric in the affiliate marketing industry where the inventory tends to be 2nd or 3rd tier, and where the value of an impression is less than the premium display carried by ad networks like TPN.

Most experienced performance marketers use eCPA as the ultimate measure of campaign effectiveness, and this allows them to assess the value of each channel independent of the buy method. Although it should be noted that quality of placement and volume of transactions should also be taken into account for each channel.

To help you estimate your current or future campaign performance in terms of these three metrics we have created a spreadsheet that calculates eCPM, eCPC and eCPA estimates based on the parameters entered. It also estimates the number of impressions and clicks required and the likely number of conversions.

It should be noted that the spreadsheet also supports “hybrid” buys where more than one payment metric is used. For example (CPM + CPA)

Download: TPN eCPM eCPC eCPA Estimator v1

eCPM, eCPC & eCPA Estimator

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