AVAIVUVPublisher Lab
Period comparison

Page RPM Period Comparison Calculator

Compare two complete periods using earnings and pageviews. This calculator shows the arithmetic contribution of changed traffic and changed RPM without claiming to identify the real-world cause.

Enter your report values

Enter earnings for the earlier period.
Enter pageviews for the same earlier period.
Enter earnings for the latest period.
Enter pageviews for the latest period.

Your result

Enter your values and select Calculate to see the result.

Formula used

Page RPM = earnings ÷ pageviews × 1,000

Worked example

Earlier: $420 from 100,000 pageviews gives $4.20 RPM. Latest: $456 from 120,000 pageviews gives $3.80 RPM. Revenue rises by $36 while RPM falls by about 9.52%.

Why compare earnings and RPM together?

Total earnings answer “how much was reported?” Page RPM answers “how much earnings were associated with every 1,000 pageviews in this period?” A comparison is incomplete if it reports only one of these numbers.

Worked example

An earlier period records $420 from 100,000 pageviews, giving a $4.20 page RPM. The latest period records $456 from 120,000 pageviews, giving a $3.80 RPM. Revenue increased by $36 (8.57%) while page RPM declined by 9.52%. This does not automatically signal a problem: traffic grew, and the value per thousand pageviews changed.

How the arithmetic split works

This calculator holds the earlier RPM constant to estimate a traffic effect: (latest pageviews − previous pageviews) × previous RPM ÷ 1,000. It then applies the RPM difference to latest pageviews to calculate the RPM effect: latest pageviews × (latest RPM − previous RPM) ÷ 1,000. In this ordering, the two arithmetic effects sum to the observed revenue difference when the inputs are consistent.

The split is a decomposition identity, not a causal diagnosis. “RPM effect” may include geography, page mix, device mix, seasonality, ad demand, consent and measurement differences. “Traffic effect” does not prove that SEO caused the change.

Make the periods comparable

  • Use the same site/property, currency, time zone and earnings definition.
  • Compare equivalent durations, such as seven weekdays with the same weekday pattern, when relevant.
  • Check whether the latest period is incomplete or affected by reporting delays.
  • Segment by page or country only if the report uses consistent dimensions.
  • Record major content and ad-layout changes.

Turn a finding into an investigation

If revenue is down while pageviews are stable, inspect RPM and segment data first. If pageviews fell while RPM stayed similar, inspect acquisition channels and key landing pages. If both moved, avoid assuming one cause; look for several lines of evidence before acting.

The official Page RPM definition uses estimated earnings divided by pageviews and multiplied by 1,000. Keep all values in the same reporting window.

Frequently asked questions

Does the traffic effect prove that traffic caused the change?

No. It is a mathematical decomposition based on the inputs. It does not establish causation.

Can I compare a partial week with a full week?

You can calculate a ratio, but it may be misleading. Use comparable date ranges and note whether either period is incomplete.

What if previous earnings are zero?

The tool still compares absolute amounts and RPM where possible, but percent changes from a zero baseline are undefined.

Related tools

These tools summarize the values entered. Check the source report and keep metric definitions consistent before making a publishing decision.