{"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\/pl\/cpm-vs-rpm\/","title":{"rendered":"CPM a RPM. Metryki, kt\u00f3re ka\u017cdy wydawca musi zna\u0107 na pami\u0119\u0107"},"content":{"rendered":"<p>CPM vs RPM. Je\u015bli jeste\u015b w bran\u017cy reklamy programatycznej przynajmniej od 2 sekund, prawdopodobnie s\u0142ysza\u0142e\u015b o tych terminach. Sk\u0105d wi\u0119c to ca\u0142e zamieszanie? CPM i RPM to cenne wska\u017aniki, kt\u00f3re ka\u017cdy wydawca powinien zna\u0107 na pami\u0119\u0107. <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\">S\u0105 to dwie statystyki, kt\u00f3re warto \u015bledzi\u0107, je\u015bli zale\u017cy Ci na przychodach ze swojej witryny.<\/a><\/p>\n<p>Zobaczmy. CPM to kwota, kt\u00f3r\u0105 reklamodawcy p\u0142ac\u0105 Ci za tysi\u0105c wy\u015bwietle\u0144 reklam. RPM to szacunek zarobk\u00f3w, jakie otrzymujesz za tysi\u0105c mo\u017cliwych do monetyzacji ods\u0142on stron. Om\u00f3wimy ka\u017cdy z nich i przedstawimy je bardzo jasno, aby\u015b m\u00f3g\u0142 wdro\u017cy\u0107 zoptymalizowan\u0105 strategi\u0119 reklamow\u0105! \ud83c\udfc3\ud83c\udffb<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>CPM<\/strong><\/h2>\n<p><iframe title=\"Odtwarzacz wideo 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> aka Cost per Mille to metryka pokazuj\u0105ca, ile reklamodawca p\u0142aci za tysi\u0105c wy\u015bwietle\u0144. Dla wydawc\u00f3w jest to przydatna informacja do zrozumienia warto\u015bci ich witryn przy ustalaniu ceny jednostki reklamowej.<\/p>\n<p>Ten wska\u017anik mocno si\u0119 waha. Tak jak zmieniaj\u0105 si\u0119 pory roku, tak samo zmienia si\u0119 CPM. Na przyk\u0142ad, CPM wzbijaj\u0105 si\u0119 w kosmos podczas Czarnego Pi\u0105tku i okresu \u015bwi\u0105tecznego, poniewa\u017c reklamodawcy wydaj\u0105 wi\u0119cej pieni\u0119dzy i wszyscy rywalizuj\u0105 o najlepsze przestrzenie reklamowe na rynku. Potem przychodzi stycze\u0144 i CPM spadaj\u0105 jak spadochroniarz. Co wtedy mo\u017cesz zrobi\u0107? Zaplanuj swoj\u0105 strategi\u0119 w oparciu o sezonowo\u015b\u0107 CPM, a b\u0119dziesz m\u00f3g\u0142 spokojnie kontynuowa\u0107 swoje wydawnicze \u017cycie.<\/p>\n<p>Strze\u017c si\u0119 jednej rzeczy. Uwa\u017caj, aby nie pomyli\u0107 CPM z vCPM. vCPM oznacza Viewable Cost per Mille. Jest u\u017cywany do pomiaru liczby os\u00f3b, kt\u00f3re faktycznie wy\u015bwietli\u0142y reklam\u0119, uwzgl\u0119dniaj\u0105c jej widoczno\u015b\u0107. Standardowe CPM zazwyczaj nie uwzgl\u0119dnia jako\u015bci wy\u015bwietle\u0144 reklamy, podczas gdy vCPM mierzy tylko te, kt\u00f3re s\u0105 uwa\u017cane za widoczne.<\/p>\n<p>Teraz, kiedy to mamy z g\u0142owy, zobaczmy magiczny wz\u00f3r na obliczanie CPM! \ud83e\ude84<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Jak obliczy\u0107 CPM?<\/strong><\/h3>\n<p><strong>\u00a0<\/strong><\/p>\n<p style=\"text-align: center;\"><strong>CPM = (Przychody ca\u0142kowite \u00f7 Ca\u0142kowite <u>Wra\u017cenia<\/u>) x 1000<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Wyobra\u017amy sobie, \u017ce reklamodawca wydaje 200 euro na reklam\u0119, kt\u00f3ra uzyskuje 100 000 wy\u015bwietle\u0144. Jaki jest wtedy CPM? Wyci\u0105gnijmy formu\u0142\u0119.<\/p>\n<p>Ca\u0142kowity koszt: 200 \u20ac<\/p>\n<p>Wy\u015bwietlenia: 100 000<\/p>\n<p>CPM = (200 \u00f7 100 000) x 1000<\/p>\n<p>CPM = 2\u20ac<\/p>\n<p>Oznacza to, \u017ce reklamodawca zap\u0142aci\u0142 2 euro za ka\u017cde 1000 wy\u015bwietle\u0144 swojej reklamy. Tak proste.<\/p>\n<p>&nbsp;<\/p>\n<p>Dodatkowa wskaz\u00f3wka: je\u015bli nie przepadasz za wykonywaniem wszystkich tych oblicze\u0144, aby dowiedzie\u0107 si\u0119 swojego CPM, sp\u00f3jrz na <a href=\"https:\/\/refinery89.com\/pl\/odswiezony-pulpit-zorientowany-na-uzytkownika-wrz24\/\">Panel Refinery89<\/a>. Mo\u017cesz uzyska\u0107 ten wska\u017anik w mgnieniu oka. Tak samo jak z Twoim RPM. \ud83d\ude09<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Dlaczego wydawcy powinni dba\u0107 o CPM?<\/strong><\/h3>\n<p><strong>\u00a0<\/strong><\/p>\n<p>CPM to metryka, z kt\u00f3rej reklamodawcy mog\u0105 czerpa\u0107 nieco wi\u0119cej korzy\u015bci, poniewa\u017c u\u017cywaj\u0105 jej do ustalania ceny za kampani\u0119 reklamow\u0105. Nie oznacza to, \u017ce jako wydawca powiniene\u015b j\u0105 ca\u0142kowicie odrzuca\u0107. W Twoim przypadku, <strong>Mo\u017cesz u\u017cy\u0107 tego wska\u017anika wraz z liczb\u0105 wy\u015bwietle\u0144 jako odniesienia do ustalania cen swoich jednostek reklamowych.<\/strong><\/p>\n<p>Poznaj swoj\u0105 warto\u015b\u0107. CPM s\u0142u\u017cy wydawcom jako punkt wyj\u015bcia do por\u00f3wnania koszt\u00f3w wy\u015bwietlanych reklam w r\u00f3\u017cnych formatach, u partner\u00f3w AdTech i w sieciach reklamowych. Jest to r\u00f3wnie\u017c niezwykle pomocne podczas podejmowania decyzji o kszta\u0142towaniu Twojej strategii reklamowej.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Czym jest RPM?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Odtwarzacz wideo 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, czyli przych\u00f3d na tysi\u0105c, znany r\u00f3wnie\u017c jako RPM z strony, to szacunkowy doch\u00f3d strony internetowej z ka\u017cdego 1000 wy\u015bwietle\u0144 stron kwalifikuj\u0105cych si\u0119 do monetyzacji. Strony kwalifikuj\u0105ce si\u0119 do monetyzacji to w tym przypadku strony zawieraj\u0105ce reklamy.<\/p>\n<p>Przejd\u017amy do sedna. W przeciwie\u0144stwie do CPM, gdzie mo\u017cna obliczy\u0107 tylko zarobki na 1000 wy\u015bwietle\u0144 w jednostce reklamowej, z RPM uzyskujesz ca\u0142kowity przych\u00f3d na 1000 wy\u015bwietle\u0144 reklam na ca\u0142ej Twojej stronie internetowej.<\/p>\n<p>RPM to bardzo solidna metryka, poniewa\u017c uwzgl\u0119dnia CPM jednostki reklamowej, liczb\u0119 reklam na stronie i ich wsp\u00f3\u0142czynnik wype\u0142nienia.<\/p>\n<p>Oki doki? A teraz\u2026 do formu\u0142y!<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Jak obliczy\u0107 RPM?<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><strong>RPM = (Ca\u0142kowity przych\u00f3d\u00a0<em>\u00f7\u00a0<\/em>(Wy\u015bwietlenia strony mo\u017cliwe do monetyzacji) x 1000<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Wyja\u015bnijmy to na przyk\u0142adzie: W zesz\u0142ym miesi\u0105cu uzyska\u0142e\u015b \u0142\u0105cznie 5000 euro przychodu z reklam na swojej stronie internetowej i mia\u0142e\u015b 500 000 wy\u015bwietle\u0144 na swoich stronach z mo\u017cliwo\u015bci\u0105 monetyzacji.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Przychody og\u00f3\u0142em<\/strong> = 3000\u20ac<\/p>\n<p><strong>Wy\u015bwietlenia stron z mo\u017cliwo\u015bci\u0105 monetyzacji<\/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>Oznacza to, \u017ce otrzymujesz 6 euro za ka\u017cde 1000 wy\u015bwietle\u0144 stron z mo\u017cliwo\u015bci\u0105 monetyzacji. Czy to nie by\u0142o \u0142atwe? A \u017ceby by\u0142o jeszcze pro\u015bciej, zawsze mo\u017cesz sprawdzi\u0107 t\u0119 metryk\u0119, ju\u017c obliczon\u0105 dla Ciebie, na pulpicie Refinery89 \ud83d\ude09<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Dlaczego wydawcy powinni zwraca\u0107 uwag\u0119 na RPM?<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p>RPM jest niezwykle wa\u017cne dla wydawc\u00f3w, poniewa\u017c pomaga identyfikowa\u0107, kt\u00f3re umiejscowienia reklam, formaty reklamowe lub rodzaje tre\u015bci s\u0105 najbardziej dochodowe. S\u0142u\u017cy r\u00f3wnie\u017c do dostosowywania strategii tre\u015bci w celu zwi\u0119kszenia zaanga\u017cowania i widoczno\u015bci reklam. Ponadto pozwala zrozumie\u0107 warto\u015b\u0107 posiadanych zasob\u00f3w reklamowych i podejmowa\u0107 na tej podstawie decyzje.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Na kt\u00f3rym wska\u017aniku wydawcy powinni si\u0119 skupi\u0107: CPM czy RPM?<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Bardzo cz\u0119sto, zw\u0142aszcza podczas negocjacji, m\u00f3wi si\u0119 o CPM. Gwarantowany CPM to sta\u0142a op\u0142ata za tysi\u0105c wy\u015bwietle\u0144, ale nie gwarantuje to, \u017ce otrzymasz ten przych\u00f3d w ca\u0142o\u015bci, chyba \u017ce wska\u017anik wype\u0142nienia wyniesie 100% (co zdarza si\u0119 niezwykle rzadko).<\/p>\n<p>RPM (przych\u00f3d na tysi\u0105c wy\u015bwietle\u0144) z kolei jest bardziej z\u0142o\u017con\u0105 metryk\u0105, kt\u00f3ra bierze pod uwag\u0119 nie tylko CPM (koszt tysi\u0105ca wy\u015bwietle\u0144), ale tak\u017ce czynniki takie jak wska\u017anik wype\u0142nienia, widoczno\u015b\u0107 i wy\u015bwietlenia monetyzowane, aby okre\u015bli\u0107 ca\u0142kowity przych\u00f3d na tysi\u0105c wy\u015bwietle\u0144.<\/p>\n<p>Przekonaj si\u0119 o tym na przyk\u0142adzie:<\/p>\n<p>Za\u0142\u00f3\u017cmy, \u017ce ustali\u0142e\u015b cen\u0119 minimaln\u0105 $2.00 CPM (najni\u017csz\u0105 cen\u0119 aukcyjn\u0105 za swoje powierzchnie reklamowe).<\/p>\n<ul>\n<li>Je\u015bli wska\u017anik realizacji zam\u00f3wie\u0144 wynosi jedynie 50%, efektywny wska\u017anik RPM spada do $1,00.<\/li>\n<\/ul>\n<ul>\n<li>Je\u015bli wsp\u00f3\u0142czynnik wype\u0142nienia wynosi 90%, efektywna liczba obrot\u00f3w na minut\u0119 wynosi $1,80.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Kr\u00f3tko m\u00f3wi\u0105c, RPM to metryka, na kt\u00f3rej Ty jako wydawca powiniene\u015b si\u0119 skupi\u0107, je\u015bli Twoim g\u0142\u00f3wnym celem jest maksymalizacja skuteczno\u015bci monetyzacji reklam, poniewa\u017c odzwierciedla ona pieni\u0105dze, kt\u00f3re trafiaj\u0105 do Ciebie, a nie tylko cen\u0119 oferty.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Podsumowuj\u0105c\u2026<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Odtwarzacz wideo 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 i RPM to dwa bardzo r\u00f3\u017cne wska\u017aniki, kt\u00f3re wydawcy powinni uwzgl\u0119dni\u0107 w swojej strategii reklamowej, aby zwi\u0119kszy\u0107 przychody z reklam. CPM s\u0142u\u017cy jako przewodnik do ustalania cen jednostek reklamowych na Twojej stronie internetowej, podczas gdy RPM pokazuje oszacowanie zarobk\u00f3w uzyskanych z wy\u015bwietlania reklam na wszystkich Twoich stronach nadaj\u0105cych si\u0119 do monetyzacji.<\/p>\n<p>Czy jeste\u015b got\u00f3w, aby zacz\u0105\u0107 maksymalizowa\u0107 swoje przychody? Mo\u017cemy Ci da\u0107 wskaz\u00f3wki krok po kroku, jak usprawni\u0107 swoj\u0105 strategi\u0119 reklamow\u0105! \ud83d\udcaa\ud83c\udffb <a href=\"https:\/\/refinery89.com\/pl\/wiadomosci-i-blog\/\">Skontaktuj si\u0119 z naszymi ekspertami z 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 v27.6 - 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\/pl\/cpm-vs-rpm\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CPM vs RPM. 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