{"id":11290,"date":"2024-10-17T09:47:07","date_gmt":"2024-10-17T07:47:07","guid":{"rendered":"https:\/\/refinery89.com\/?p=11290"},"modified":"2025-09-05T09:37:48","modified_gmt":"2025-09-05T07:37:48","slug":"cpm-vs-rpm","status":"publish","type":"post","link":"https:\/\/refinery89.com\/es\/cpm-vs-rpm\/","title":{"rendered":"CPM vs RPM. M\u00e9tricas que todo Publisher debe conocer de coraz\u00f3n."},"content":{"rendered":"<p>CPM vs RPM. Si llevas al menos dos segundos en el sector de la publicidad program\u00e1tica, probablemente habr\u00e1s o\u00eddo hablar de estos t\u00e9rminos. \u00bfA qu\u00e9 viene tanto alboroto entonces? CPM y RPM son m\u00e9tricas valiosas que todo Publisher debe conocer de coraz\u00f3n. <a href=\"https:\/\/eur05.safelinks.protection.outlook.com\/?url=https%3A%2F%2Frefinery89.com%2Fes%2Fstatistics-to-track-if-you-care-about-your-website-ad-revenue%2F&amp;data=05%7C02%7Cpatricia.simon%40refinery89.com%7Ce4f6a6f8307e490c8d1708dce64e026c%7C7117068e7ca24ea3b1a92ae37280d6bb%7C0%7C0%7C638638469940735275%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C0%7C%7C%7C&amp;sdata=GSBpAPAGtPXSmxH61CIkpkoRGFNlkdjufb09IjyVJnw%3D&amp;reserved=0\">Estas son dos de las m\u00e9tricas que debes rastrear si te importan las ganancias de tu website.<\/a><\/p>\n<p>Veamos. El CPM es la cantidad que te pagan los anunciantes por cada mil impresiones publicitarias. RPM es la estimaci\u00f3n de las ganancias que obtienes por cada mil p\u00e1ginas vistas monetizables. Vamos a repasar cada uno de ellos y a ponerlos bien claros, \u00a1para que puedas poner en marcha esa estrategia publicitaria optimizada! \ud83c\udfc3\ud83c\udffb<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u00bfQu\u00e9 es CPM?<\/strong><\/h2>\n<p><iframe title=\"Reproductor de v\u00eddeo YouTube\" src=\"https:\/\/www.youtube.com\/embed\/R8gK1-ImQ54?si=1c-COdU2O7ckVpar\" width=\"900\" height=\"532\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/eur05.safelinks.protection.outlook.com\/?url=https%3A%2F%2Frefinery89.com%2Fall-about-cost-per-mille-cpm%2F&amp;data=05%7C02%7Cpatricia.simon%40refinery89.com%7Ce4f6a6f8307e490c8d1708dce64e026c%7C7117068e7ca24ea3b1a92ae37280d6bb%7C0%7C0%7C638638469940756408%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C0%7C%7C%7C&amp;sdata=H%2B%2BDnOjc63qEBlxG0lNO9G9TDm3iKqOyyi64%2FLbSn4w%3D&amp;reserved=0\">CPM<\/a> , tambi\u00e9n conocido como coste por millar, es una m\u00e9trica que muestra cu\u00e1nto paga un anunciante por cada mil impresiones. Para los Publishers, es un dato \u00fatil para comprender el valor de sus sitios a la hora de fijar el precio de un bloque de anuncios.<\/p>\n<p>Esta m\u00e9trica fluct\u00faa mucho. Igual que cambian las estaciones, tambi\u00e9n lo hace el CPM. Por ejemplo, los CPM suben como la espuma durante el Black Friday y las Navidades porque los anunciantes gastan m\u00e1s dinero y todos compiten por conseguir los mejores espacios publicitarios del mercado. Luego llega enero y los CPM caen como un paracaidista. \u00bfQu\u00e9 puedes hacer entonces? Planifica tu estrategia en funci\u00f3n de la estacionalidad de los CPM y podr\u00e1s continuar con tu vida de Publisher.<\/p>\n<p>Cuidado con una cosa. Ten cuidado de no confundir CPM con vCPM. vCPM significa Viewable Cost per Mille. Se utiliza para medir la cantidad de personas que realmente ven un anuncio, teniendo en cuenta la visibilidad. En general, el CPM no tiene en cuenta la calidad de las impresiones publicitarias, mientras que el vCPM s\u00f3lo mide las que se consideran visibles.<\/p>\n<p>Una vez aclarado esto, \u00a1vamos a ver la f\u00f3rmula m\u00e1gica para calcular el CPM! \ud83e\ude84<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>\u00bfC\u00f3mo calcular el CPM?<\/strong><\/h3>\n<p><strong>\u00a0<\/strong><\/p>\n<p style=\"text-align: center;\"><strong>CPM = (Total Revenue \u00f7 Total <u>Impresiones<\/u>) x 1000<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Imagina que un anunciante gasta 200\u20ac en un anuncio y \u00e9ste recibe 100.000 impresiones. \u00bfCu\u00e1l es entonces el CPM? Saquemos la f\u00f3rmula.<\/p>\n<p>Coste total: 200<\/p>\n<p>Impresiones: 100,000<\/p>\n<p>CPM = (200 \u00f7 100.000) x 1000<\/p>\n<p>CPM = 2\u20ac<\/p>\n<p>Esto significa que el anunciante pag\u00f3 2 euros por cada 1000 impresiones de su anuncio. As\u00ed de sencillo.<\/p>\n<p>&nbsp;<\/p>\n<p>Tip: Si no te gusta tener que hacer todos estos c\u00e1lculos para averiguar tu CPM, echa un vistazo al <a href=\"https:\/\/refinery89.com\/es\/nuevo-dashboard-para-publishers-sept24\/\">Refinery89 Dashboard<\/a>. Puedes obtener esta m\u00e9trica en un chasquido de dedos. Lo mismo que con tu RPM.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>\u00bfPor qu\u00e9 los Publishers deber\u00edan preocuparse por el CPM?<\/strong><\/h3>\n<p><strong>\u00a0<\/strong><\/p>\n<p>El CPM es una m\u00e9trica de la que los anunciantes pueden beneficiarse un poco m\u00e1s, ya que la utilizan para decidir el precio de su campa\u00f1a publicitaria. Eso no significa que t\u00fa, como Publisher, debas dejarlo de lado por completo. En su caso, <strong>puedes utilizar esta m\u00e9trica junto con el n\u00famero de impresiones como referencia para fijar los precios de sus bloques de anuncios.<\/strong><\/p>\n<p>Conoce tu valor. El CPM sirve a los Publishers como punto de partida para comparar el coste que tendr\u00e1n tus anuncios mostrados en diferentes formatos publicitarios, socios de AdTech y redes publicitarias. Esto tambi\u00e9n resulta muy \u00fatil a la hora de tomar decisiones para dar forma a tu estrategia publicitaria.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>\u00bfQu\u00e9 es el RPM?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Reproductor de v\u00eddeo YouTube\" src=\"https:\/\/www.youtube.com\/embed\/AZ9xFJh6gjY?si=FSB-u9x1M6ta1QJQ\" width=\"900\" height=\"532\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>RPM (Revenue per Mille), tambi\u00e9n llamado RPM de p\u00e1gina, es la ganancia estimada de una p\u00e1gina web por cada 1.000 p\u00e1ginas vistas monetizables que recibe. P\u00e1gina monetizable en este caso son las p\u00e1ginas con anuncios en ellas para rellenar.<\/p>\n<p>Vayamos al grano. A diferencia del CPM, en el que s\u00f3lo puedes calcular la cantidad que ganar\u00e1s por 1000 impresiones en un bloque de anuncios, con el RPM obtienes los ingresos totales por 1000 impresiones en los anuncios de toda tu p\u00e1gina web.<\/p>\n<p>El RPM es una m\u00e9trica muy s\u00f3lida, ya que tiene en cuenta el CPM de la unidad publicitaria, el n\u00famero de anuncios de una p\u00e1gina y su tasa de llenado.<\/p>\n<p>\u00bfOki doki? Ahora... \u00a1a la f\u00f3rmula!<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>\u00bfC\u00f3mo calcular el RPM?<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><strong>RPM = (Ingresos totales\u00a0<em>\u00f7\u00a0<\/em>P\u00e1ginas vistas monetizables) x 1000<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Vamos a explicarlo con un ejemplo: El mes pasado obtuviste unos ingresos totales de 3000\u20ac por los anuncios de tu sitio web y tuviste 500.000 impresiones en tus p\u00e1ginas monetizables.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Ingresos totales<\/strong> = 3000\u20ac<\/p>\n<p><strong>Monetizable Page views<\/strong> = 500,000<\/p>\n<p><strong>RPM<\/strong> = (3,000\u00a0<em>\u00f7\u00a0<\/em>500,000) x 1 000<\/p>\n<p><strong>RPM<\/strong> = 6\u20ac<\/p>\n<p>&nbsp;<\/p>\n<p>Esto significa que obtiene 6\u20ac por cada 1000 p\u00e1ginas vistas monetizables. \u00bfNo era f\u00e1cil? Y para hacerlo a\u00fan menos complicado siempre puedes consultar esta m\u00e9trica ya calculada para ti en el Dashboard de Refinery89 \ud83d\ude09<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>\u00bfPor qu\u00e9 los editores deber\u00edan preocuparse por el RPM?<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p>El RPM es s\u00faper importante para los Publishers porque ayuda a identificar qu\u00e9 ubicaciones de anuncios, formatos de anuncios o tipos de contenido son los m\u00e1s rentables. Tambi\u00e9n sirve para ajustar las estrategias de contenido en consecuencia para aumentar el compromiso y la visibilidad de los anuncios. Adem\u00e1s, te permite conocer el valor de sus inventarios publicitarios y tomar decisiones basadas en \u00e9l.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u00bfQu\u00e9 m\u00e9trica deber\u00edan priorizar los publishers: CPM o RPM?<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Es muy com\u00fan, especialmente durante las negociaciones, que la gente hable en t\u00e9rminos de CPM. Un CPM garantizado es un pago fijo por cada mil impresiones, pero no garantiza que recibir\u00e1s ese ingreso completo a menos que tengas un fill rate del 100% (lo cual es extremadamente raro).<\/p>\n<p>Por otro lado, el RPM es una m\u00e9trica m\u00e1s detallada que no solo tiene en cuenta el CPM, sino tambi\u00e9n factores como el fill rate, la visibilidad y las impresiones monetizadas para determinar tus ingresos totales por cada mil impresiones.<\/p>\n<p>Compru\u00e9balo t\u00fa mismo con un ejemplo:<\/p>\n<p>Supongamos que estableces un precio m\u00ednimo de CPM de 2,00\u202f$ (el precio m\u00ednimo de subasta para tus espacios publicitarios).<\/p>\n<ul>\n<li>Si tu fill rate es solo del 50%, tu RPM efectivo se reduce a 1,00\u202f$.<\/li>\n<\/ul>\n<ul>\n<li>Si tu fill rate es del 90%, tu RPM efectivo es de 1,80\u202f$.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>En resumen, el RPM es la m\u00e9trica en la que deber\u00edas centrarte como publisher si tu objetivo principal es maximizar el rendimiento de la monetizaci\u00f3n de tus anuncios, ya que refleja el dinero que realmente ingresas, no solo el precio de la puja.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Para terminar...<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Reproductor de v\u00eddeo YouTube\" src=\"https:\/\/www.youtube.com\/embed\/fQKCgOH_jXA?si=E1KRj-nKnoHfltOT\" width=\"900\" height=\"532\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><\/iframe><\/p>\n<p>CPM y RPM son dos m\u00e9tricas muy diferentes que los editores deber\u00edan incluir en su estrategia publicitaria para conseguir m\u00e1s ingresos publicitarios. El CPM sirve como gu\u00eda para fijar los precios de los bloques de anuncios de su sitio web, mientras que el RPM muestra una estimaci\u00f3n de los ingresos que obtiene por mostrar anuncios en todas sus p\u00e1ginas monetizables.<\/p>\n<p>\u00bfEst\u00e1 listo para empezar a maximizar sus ingresos? Podemos guiarte paso a paso para dar forma a tu estrategia publicitaria. \ud83d\udcaa\ud83c\udffb <a href=\"https:\/\/refinery89.com\/es\/noticias-y-blog\/\">\u00a1Ponte en contacto con nuestros expertos en Refinery89! <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>CPM vs RPM. If you have been in the programmatic advertising industry for at least 2 seconds you\u2019ve probably heard about these terms. So what\u2019s all the fuss about? CPM and RPM are valuable metrics every publisher needs to know by heart. They are two of the statics to track if you care about your [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":11291,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22,12,20],"tags":[26,71,37,28,72,35],"class_list":["post-11290","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-publishers","category-refinery-academy","tag-ad-monetization","tag-ad-tech","tag-cpm","tag-kpis","tag-publishers","tag-rpm"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CPM vs RPM. Metrics every publisher needs to know by heart | Refinery89<\/title>\n<meta name=\"description\" content=\"Discover the differences between CPM and RPM, two important metrics every publisher should keep track for the sake of their website!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/refinery89.com\/es\/cpm-vs-rpm\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CPM vs RPM. 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