{"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\/pt\/cpm-vs-rpm\/","title":{"rendered":"CPM vs RPM: m\u00e9tricas que todo publisher precisa saber de cor."},"content":{"rendered":"<p>Se voc\u00ea j\u00e1 est\u00e1 na ind\u00fastria de publicidade program\u00e1tica h\u00e1 pelo menos 2 segundos, provavelmente j\u00e1 ouviu falar desses termos. Ent\u00e3o, qual \u00e9 a grande quest\u00e3o? CPM e RPM s\u00e3o m\u00e9tricas valiosas que todo publisher precisa conhecer de cor. <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\u00e3o dois indicadores essenciais para acompanhar se voc\u00ea se importa com a receita do seu site.<\/a><\/p>\n<p>Vamos l\u00e1: CPM \u00e9 o valor que os anunciantes pagam para cada mil impress\u00f5es de an\u00fancio. J\u00e1 o RPM \u00e9 a estimativa do quanto voc\u00ea ganha para cada mil visualiza\u00e7\u00f5es de p\u00e1ginas monetiz\u00e1veis. Vamos explicar cada um deles de forma bem clara, para voc\u00ea deixar sua estrat\u00e9gia de an\u00fancios tinindo! \ud83c\udfc3\ud83c\udffb<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>O que \u00e9 CPM?<\/strong><\/h2>\n<p><iframe title=\"Reprodutor de v\u00eddeo do 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> ou Custo por Mil, \u00e9 uma m\u00e9trica que mostra quanto um anunciante paga para cada mil impress\u00f5es. Para os publishers, \u00e9 uma informa\u00e7\u00e3o super \u00fatil para entender o valor do seu site na hora de definir o pre\u00e7o de um espa\u00e7o publicit\u00e1rio.<\/p>\n<p>Essa m\u00e9trica varia bastante. Assim como as esta\u00e7\u00f5es do ano mudam, o CPM tamb\u00e9m muda. Por exemplo, durante a Black Friday e o Natal, os CPMs disparam porque os anunciantes est\u00e3o gastando mais e competindo pelos melhores espa\u00e7os de an\u00fancio. J\u00e1 em janeiro, os CPMs despencam, como um paraquedista. O que fazer, ent\u00e3o? Planeje sua estrat\u00e9gia considerando a sazonalidade dos CPMs e siga tranquilo na vida de publisher.<\/p>\n<p>Aten\u00e7\u00e3o a um detalhe: n\u00e3o confunda CPM com vCPM. vCPM significa Custo por Mil Impress\u00f5es Vis\u00edveis. Ele mede o n\u00famero de pessoas que realmente visualizaram o an\u00fancio, considerando a visibilidade. O CPM tradicional n\u00e3o leva em conta a qualidade da impress\u00e3o, enquanto o vCPM considera apenas as impress\u00f5es vis\u00edveis.<\/p>\n<p>Agora que esclarecemos isso, bora para a f\u00f3rmula m\u00e1gica do CPM! \ud83e\ude84<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Como calcular o CPM?<\/strong><\/h3>\n<p><strong>\u00a0<\/strong><\/p>\n<p style=\"text-align: center;\"><strong>CPM = (Receita Total \u00f7 <u>Impress\u00f5es Totais<\/u>) x 1000<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Imagine que um anunciante gastou 200\u20ac em um an\u00fancio que gerou 100.000 impress\u00f5es. Como calcular o CPM?<\/p>\n<p>Receita Total: 200\u20ac<\/p>\n<p>Impress\u00f5es: 100,000<\/p>\n<p>CPM = (200 \u00f7 100,000) x 1000<\/p>\n<p>CPM = 2\u20ac<\/p>\n<p>Ou seja, o anunciante pagou 2\u20ac por cada mil impress\u00f5es do an\u00fancio. Simples assim.<\/p>\n<p>&nbsp;<\/p>\n<p>Se voc\u00ea n\u00e3o est\u00e1 a fim de fazer todas essas contas na m\u00e3o, d\u00e1 uma olhada no <a href=\"https:\/\/refinery89.com\/pt\/revamped-usercentric-dashboard-sep24\/\">painel da Refinery89<\/a>. L\u00e1 voc\u00ea encontra essa m\u00e9trica em um estalo, tanto o CPM quanto o RPM! \ud83d\ude09<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Por que os publishers devem se importar com o CPM?<\/strong><\/h3>\n<p><strong>\u00a0<\/strong><\/p>\n<p>O CPM \u00e9 uma m\u00e9trica da qual os anunciantes tiram bastante proveito para definir os pre\u00e7os das campanhas. Mas isso n\u00e3o significa que voc\u00ea, como publisher, deva ignor\u00e1-la. Pelo contr\u00e1rio! <strong>Voc\u00ea pode usar o CPM junto com o n\u00famero de impress\u00f5es para ter uma base s\u00f3lida na hora de definir o pre\u00e7o dos seus espa\u00e7os publicit\u00e1rios.<\/strong><\/p>\n<p>Valorize o seu site! O CPM \u00e9 um \u00f3timo ponto de partida para comparar o valor dos an\u00fancios exibidos em diferentes formatos, parceiros AdTech e redes de an\u00fancios. Al\u00e9m disso, ele \u00e9 super \u00fatil para tomar decis\u00f5es estrat\u00e9gicas na hora de montar sua estrat\u00e9gia de monetiza\u00e7\u00e3o.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>O que \u00e9 RPM?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Reprodutor de v\u00eddeo do 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, ou Receita por Mil, tamb\u00e9m conhecido como Page RPM, \u00e9 a estimativa da receita gerada por uma p\u00e1gina para cada mil visualiza\u00e7\u00f5es de p\u00e1gina monetiz\u00e1veis. Ou seja, s\u00e3o as p\u00e1ginas do seu site que exibem an\u00fancios.<\/p>\n<p>Direto ao ponto: diferente do CPM, que mede quanto voc\u00ea ganha por mil impress\u00f5es em uma unidade de an\u00fancio, o RPM mostra a receita total gerada pelas impress\u00f5es de an\u00fancios em todo o seu site.<\/p>\n<p>O RPM \u00e9 uma m\u00e9trica muito completa, porque leva em conta o CPM dos blocos de an\u00fancio, a quantidade de an\u00fancios por p\u00e1gina e a taxa de preenchimento (fill rate).<\/p>\n<p>Beleza? Agora vamos \u00e0 f\u00f3rmula!<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Como calcular o RPM?<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><strong>RPM = (Receita Total\u00a0<em>\u00f7\u00a0<\/em>Visualiza\u00e7\u00f5es de P\u00e1gina Monetiz\u00e1veis) x 1000<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Exemplo: no m\u00eas passado, voc\u00ea gerou uma receita total de 3000\u20ac com an\u00fancios e teve 500.000 visualiza\u00e7\u00f5es em p\u00e1ginas monetiz\u00e1veis.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Receita Total:<\/strong> = 3000\u20ac<\/p>\n<p><strong>Visualiza\u00e7\u00f5es de P\u00e1gina Monetiz\u00e1veis<\/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>Ou seja, voc\u00ea ganhou 6\u20ac a cada mil visualiza\u00e7\u00f5es de p\u00e1ginas monetiz\u00e1veis. Tranquilo, n\u00e9? E para facilitar ainda mais, no painel da Refinery89 voc\u00ea j\u00e1 encontra essa m\u00e9trica calculada pra voc\u00ea! \ud83d\ude09<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Por que os publishers devem se importar com o RPM?<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p>O RPM \u00e9 super importante para os publishers porque ajuda a identificar quais posi\u00e7\u00f5es de an\u00fancio, formatos ou tipos de conte\u00fado geram mais receita. Tamb\u00e9m serve para ajustar suas estrat\u00e9gias de conte\u00fado, aumentando o engajamento e a visibilidade dos an\u00fancios. E claro, entender o valor do seu invent\u00e1rio de an\u00fancios \u00e9 essencial para tomar decis\u00f5es estrat\u00e9gicas.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Em qual m\u00e9trica os publishers deveriam focar: CPM ou RPM?<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>\u00c9 muito comum, especialmente durante negocia\u00e7\u00f5es, que as pessoas falem em termos de CPM. Um CPM garantido \u00e9 um pagamento fixo por mil impress\u00f5es, mas isso n\u00e3o garante que voc\u00ea receber\u00e1 toda essa receita, a menos que tenha uma taxa de preenchimento de 100% (o que \u00e9 extremamente raro).<\/p>\n<p>Por outro lado, o RPM \u00e9 uma m\u00e9trica mais detalhada que n\u00e3o considera apenas o CPM, mas tamb\u00e9m fatores como a taxa de preenchimento, a visibilidade e as impress\u00f5es monetizadas para determinar sua receita total por mil impress\u00f5es.<\/p>\n<p>Veja voc\u00ea mesmo com um exemplo:<\/p>\n<p>Vamos supor que voc\u00ea define um pre\u00e7o m\u00ednimo de CPM de US$ 2,00 (o pre\u00e7o m\u00ednimo de leil\u00e3o para seus espa\u00e7os de an\u00fancio).<\/p>\n<ul>\n<li>Se a sua taxa de preenchimento for apenas 50%, seu RPM efetivo cai para US$ 1,00.<\/li>\n<\/ul>\n<ul>\n<li>Se a sua taxa de preenchimento for 90%, seu RPM efetivo ser\u00e1 de US$ 1,80.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Resumindo, o RPM \u00e9 a m\u00e9trica na qual voc\u00ea, como publisher, deve focar se seu principal objetivo \u00e9 maximizar o desempenho da monetiza\u00e7\u00e3o dos seus an\u00fancios, pois ele reflete o dinheiro que voc\u00ea realmente recebe, e n\u00e3o apenas o valor do lance.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Resumindo\u2026<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Reprodutor de v\u00eddeo do 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 e RPM s\u00e3o m\u00e9tricas bem diferentes, mas essenciais para qualquer publisher que quer maximizar a receita de an\u00fancios. O CPM ajuda a definir o pre\u00e7o dos blocos de an\u00fancio no seu site, enquanto o RPM mostra a estimativa do que voc\u00ea est\u00e1 realmente ganhando com todos os seus espa\u00e7os de an\u00fancios.<\/p>\n<p>Quer come\u00e7ar a maximizar a sua receita? A gente pode te ajudar a montar uma estrat\u00e9gia de an\u00fancios perfeita, passo a passo! \ud83d\udcaa\ud83c\udffb <a href=\"https:\/\/refinery89.com\/pt\/noticias-e-blog\/\">Fala com os especialistas da 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 v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CPM vs RPM. 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