If your impression count already represents served impressions, applying a fill-rate reduction again understates the same scenario. First decide whether your input is an opportunity count before filling or an impression count after delivery.
Two ways to describe one fictional scenario
Assume 100,000 daily opportunities, 80% fill and a $3 CPM applied to the resulting impressions. That produces 80,000 filled opportunities and $240 in the simplified model. The equivalent input is 80,000 already-served impressions with fill set to 100%, again producing $240.
Entering 80,000 served impressions and 80% fill produces $192. That applies the reduction a second time. None of these teaching figures predicts a real auction or establishes that one request always becomes one rendered impression.
Set up the calculator deliberately
- Open the ad revenue calculator.
- Identify what your daily count actually measures.
- Use an assumed fill percentage for pre-fill opportunities, or 100% for an already-served count in this model.
- Enter a CPM with a matching amount and impression definition.
- Choose the number of projection days and currency.
The tool’s monthly shortcut uses 30 days. Its selected-period result uses the number of days you supply. Do not label the shortcut an exact calendar-month forecast.
Keep assumptions beside the output
Write down the source period for your volume and rate. A per-thousand CPM unit does not establish that the same price will continue. Use separate low, middle and high assumptions if useful, and identify every output as a scenario.
Does this include fees and taxes?
Only to the extent that your inputs intentionally reflect them. The calculator does not read a contract, deduct an unknown fee or retrieve finalized account earnings. For a known percentage split, use the revenue share calculator on the correct agreed base.
Official references
References checked: 26 October 2026. Examples identified as fictional are teaching inputs, not performance benchmarks.