AVAIVUVPublisher Lab
How it works

Calculation Methodology

Every calculator is based on a stated formula. This page documents the formulas and assumptions used across AIVUV.

AIVUV calculators are intended to make a small set of relationships explicit. They are not full accounting systems or forecasting engines. Each result is limited by the quality and completeness of its inputs.

Publisher calculators

Ad revenue estimate

Estimated revenue = pageviews ÷ 1,000 × assumed page RPM

Use an assumed RPM for a scenario or measured RPM from your own report for a retrospective estimate. Google: Page RPM.

Page RPM

Page RPM = estimated earnings ÷ pageviews × 1,000

The calculator requires pageviews greater than zero and does not convert currencies.

Ad click-through rate

Ad CTR = ad clicks ÷ ad impressions × 100

Clicks and impressions must use the same report scope and metric definitions. The tool flags clicks greater than impressions as a data-consistency issue; it does not encourage ad clicks.

Impression eCPM

Impression eCPM = estimated earnings ÷ ad impressions × 1,000

This is an impression-based ratio, not page RPM. Check which impression stage your source report counts. Google: Ad RPM.

Revenue goal and traffic gap

Required pageviews = revenue goal ÷ assumed page RPM × 1,000

This reverses the Page RPM relationship while holding RPM constant. It does not predict traffic acquisition.

Period comparison and arithmetic decomposition

The comparison tool calculates each period’s RPM and total revenue change. Traffic arithmetic effect = (latest pageviews − previous pageviews) × previous RPM ÷ 1,000. RPM arithmetic effect = latest pageviews × (latest RPM − previous RPM) ÷ 1,000. These effects sum to the total change under this ordering, but they do not establish causation.

Revenue scenario planner

Scenario revenue = adjusted pageviews ÷ 1,000 × adjusted page RPM

Low and high cases use user-entered percentage changes to baseline traffic and RPM. These are hypothetical outputs, not probabilities or promises.

Ad impressions per pageview

Ad impressions per pageview = ad impressions ÷ pageviews

This is an average ratio across totals, not a measure of user experience and not a target for increasing ad density.

General assumptions

  • Inputs must use consistent currency and period unless a tool explains otherwise.
  • Results are rounded for display; internal calculations use JavaScript numbers.
  • The tools operate in the visitor’s browser and do not require a user account.
  • Zero denominators and impossible combinations are rejected or called out.
  • Outputs are educational estimates—not guarantees or personalized professional advice.

Report an issue

If a formula seems wrong or a result does not match your manual calculation, email support@aivuv.com with the tool URL and example inputs. Do not include confidential information.

Publisher Pulse report analysis

The analyzer calculates metrics from the columns a visitor maps in a CSV file. It does not connect to an ad account, validate that the export is authentic, reconcile reporting delays, or infer missing values. Users should compare the same date range, time zone, currency and filters before interpreting changes.

  • Page RPM = selected earnings ÷ selected page views × 1,000.
  • CTR = selected clicks ÷ selected impressions × 100, when both columns are present.
  • eCPM = selected earnings ÷ selected impressions × 1,000, when impressions are present.
  • The 30-day scenario uses average daily page views across the user-entered number of report days, applies a user-entered traffic change, and applies a user-entered RPM range. It is a scenario, not a prediction.

The tool processes the selected CSV in the browser and does not upload the file contents in its own code. Imported data can still be exposed by actions outside this tool, such as extensions, a shared device, or future third-party scripts; never use sensitive data on a device you do not control.

Open Publisher Pulse →